Berger Paints reveals handy trade secrets in latest campaign via DDB Melbourne
For over 100 years, Berger has been the painters’ secret. Speaking to trade painters directly, the new campaign via DDB Melbourne, brings to life its unique experiences and tricks of the trade, which only trade painters will truly understand. Like how the back of your sandpaper makes a good shopping list, or why painters tape isn’t really for proper painters at all.
The campaign builds on Berger’s well-respected, no BS past to create a contemporary brand that artfully and authentically portrays the craftsmanship and hard work of professional painting. Shot by acclaimed photographer Stephen Dupont, the tonally and visually distinctive films and stills are designed to cut through against other paint brands in the market.
Says David Adams, brand manager at Berger Paints: “By demonstrating Berger’s intimate knowledge of the ins and outs of their profession, the brand is positioned as the paint of choice for trade painters. Berger is the paint for painters in the know.”
Says Josh Brown, senior art director, DDB: “Trade painters are full of inventive solutions. You can’t help but be inspired by their ingenuity and mastery of their craft. By shooting in black and white, the focus is pulled from the decorative quality of the paint, to the experiences of professional painting.”
The campaign has launched across trade-targeted media including OLV, radio and social.
Client: DuluxGroup / Berger
General Manager – DuluxGroup Limited: Richard Hansen
Dulux Decorative Marketing Manager: Therese Winterburn
Brand Manager – Berger: David Adams
Product Manager – Dulux Trade: Judy Liao
Agency: DDB
Chief Creative Officer: Stephen de Wolf
Group Executive Creative Director: Psembi Kinstan
Group Creative Partner: Giles Watson
Senior Art Director: Josh Brown
Senior Copywriter: Anneliese Sullivan
Senior Copywriter: Sebastian Covino
Head of Production: Sonia McLaverty
Producer: Edward Connelly
Senior Editor: Tom Marley
Editor: Alex Debely
Studio Manager: Aaron Wickers
Senior Business Director: Jessie Mitchell
Business Director: Jiaan Koch
Business Manager: Sam Simpson
Head of Planning: Matt Pearce
Planner: Sophia Loschiavo
Production: The Kitchen Creative Group
Director/Photographer: Stephen Dupont
DOP: Ed Triglone
Head of Production: Manuela Leigh
Producer: Anna Cuthill
Retoucher: Shayne Pearce
Sound: Rumble Studios
Producer: Bec Ivanov
Sound Engineer: Sean Wilkinson
Media: OMD Melbourne
18 Comments
When paint brands are all about colour, shooting black and white is a bold step… Paint is more functional than beautiful
Love this! Excellent execution, can’t imagine it was an easy sell to the client either! Well done to all involved.
Lovely…kind of mad this make me like paint ads though.
B/W for a paint ad? Clever
Different, in a good way – black and white was a lovely touch too.
This looks like it was expertly produced.
But the ‘for…x’ technique is just lazy ideating. It’s well crafted to hide a lack of idea.
Nice idea, but the second spot where he’s rolling paint over his head shows the actor has absolutely zero professional experience. Could have found better insights by asking a real painter around for a couple of hours.
Poor mans B&O
Absolute dead set producer legend.
Made by people who rent.
Never speak to tradies.
Who think this may win an award.
Tradies know what their secrets are. And it’s not fucking Berger. Next.
nope. they’re trade painters. and all of the spots were written with trade painters, obviously.
Paint by Numbers & Colour Blind, the talent are real painters…clearly you are not!! The insights came from real tradies!!
I was a painter for 6 years before I became an Art Director. You never paint over your head, at least not without protective glasses, and you’re an amateur if you do.
Nice spots. But if you’re spec’ing Berger you’re not worried tape, or any proper prep.
Don’t know if it will resonate with the target but I quite like it.
A trade secret is your best friend is sleeping with your wife. This is just trade facts.