The Dulux Surf Club Project set to be a long-term programme for Clemenger BBDO Melbourne
CB Exclusive – Dulux wanted to showcase the longevity and toughness of their outdoor paint, Weathershield. To do this, Clemenger BBDO. Melbourne created the Surf Club Project.
Part community initiative, part durability test, this long-term programme sees Dulux helping paint the buildings most affected by Australia’s harsh weather: our surf clubs. Bearing the brunt of our extreme conditions, from storms to salt water, these important buildings will become enduring testaments to the longevity of the Weathershield product.
With the support of Surf Life Saving Australia, over the next three years all 310 surf clubs will be painted with Weathershield. The repainting of every one of these iconic buildings will be documented on the project blog: surfclubproject.dulux.com.au
Long-term this will serve as testament to the toughness of the product.
In support of the project, is an integrated campaign including TV, outdoor, online and point of sale. For the launch, a three-minute brand piece was created with the help of Exit Films. The piece, called ‘The Coast’, showcases the weather our country is exposed to and many of the clubs that have to endure it.
14 Comments
didn’t this get entered in cannes in may?
Great idea. Great film.
Well done Clems. Again.
Brave for both client and Agency to embark on a three year project. Fantastic stuff
http://www.letscolourproject.com/
(but not BBDO)
If they are American surf clubs you have spelled programme correctly. But since they are Australian, the English spelling of program would be more appropriate. Let’s hope you have picked this up from a badly written press release and CB is not responsible.
God it’s nice to see a good idea on this site.
Sorry BD but that’s just embarrassing. If you’re going to play english teacher at least get your facts right. I’ll let you do some research and work out for yourself the ridiculousness of your comment.
We plan to do ‘x’ is a bit of a cop-out in case studies. How many have they actually painted? Looks to be about 3 from the website…
Program – computer program
Programme – series of events, often shortened (incorrectly, but in common use) to program.
First is definitely American. Bit like album vs albumn. Archaic, but definitely correct.
You muppet
Always liked this campaign, under rated work in my opinion.
Who spotted my intentional mistake??
I like this. Woof.
This work is a year old, why is it getting another run on the blog.
Come on Clems, let’s stopping looking in the rear vision mirror for good work to publise.