Dulux launches new ‘Change Starts Here’ brand campaign via DDB Melbourne
Dulux has revealed a new brand campaign, Change Starts Here, illustrating that something as simple as a lick of paint has the power to create change in one’s life, in this coming-of-age story.
The campaign, the first from DDB Melbourne, taps into the emotional power of change, following a girl on her change-filled journey from growing up in the country to life in the big city.
Says Anthony Moss, ECD, DDB Melbourne: “If you’ve ever painted something yourself, from a wall to a fence to a mailbox, you know the sense of rejuvenation and optimism that tin of Dulux can bring. Our new campaign leans into that authentic human truth to remind Australians of the power and impact of paint. And that change is always in your hands.”
Richard Hansen, marketing and innovation director, Dulux: “We’ve been helping Aussies rejuvenate and change their spaces for generations. We’re proud to launch this new direction for Dulux and to continue to champion change for Australian homes.”
The 60-second spot is supported by a fully integrated campaign including radio, social, digital and in-store.
Client – Dulux
Richard Hansen – Marketing & Innovation Director
Paul Murphy – Decorative Marketing Manager
Romy Nayagam – Dulux Brand Manager
Heather Hart – Interior Category Manager
Steph Brodie – Digital Manager B2C
Agency – DDB Melbourne
Mike Napolitano – Group Managing Director
Anthony Moss – Group Executive Creative Director
Dan Forrestal – Senior Copywriter
Lisa Dupre – Senior Art Director
Renata Barbosa – Head of Integrated Content
Jules Jackson – Senior Producer
Toby Beaumont – Managing Partner
James Cameron – Business Director
Lauren Sotelo – Senior Business Manager
Sam Ashton-Jones – Business Executive
Leif Stromnes – Managing Director Strategy and Innovation
Rachel White – Strategy Director
Troy Moloney – Head of Print Production and Studio
Geena Sophou – Senior Finished Artist and Designer
Claire McMahon – Senior Designer
Production – Scoundrel
Scott Pickett – Director
Morgan Benson-Taylor – Producer
Adrian Shapiro – Executive Producer
Bernard Garry – Editor – The Editors
Shelley Farthing-Dawe – DOP
Executive Creative Producer: Karla Henwood
Photography
Klint Collier – Photographer
12 Comments
If you don’t like it, change it, is the exact tagline of a University in Melbourne.
Or just turn into a wizard?
B&Qlux
It can’t be easy finding a true emotional insight for a paint brand. This feels spot on.
Also, nicely shot.
Come on guys, this is the B&Q paint department ad. What an ‘uncommon’ way of doing it.
Not sure Dulux Australia moves swiftly enough for this to be the case!!
Neat & tidy Advertising with a clear and simple message – nicely done.
The insight was a nice starting point.
Change started when this brand went from being Australian to foreign owned.
Got me feeling something – well done.
This is almost like a parody of a by-the-numbers manifesto ad.
Was half expecting a Telstra logo to pop up at the end.
Clever, I like it.