Dulux celebrates New Zealand’s natural beauty in new DOOH campaign via MBM, LUMO + Pitchblack
Dulux NZ, MBM and Pitchblack have teamed up with LUMO to launch Dulux Colours of New Zealand LIVE, a dynamic digital campaign that brings the colours of New Zealand’s skies and landscapes to life in real-time.
Using cameras attached to five key LUMO billboards across the country, the campaign captures live footage of the sky and surrounding scenery behind each screen. This footage is displayed on the billboards, creating a transparent effect so audiences can see the skyline as it changes throughout the day and into the night. The result is a visually stunning integration of the physical and digital worlds, making the billboards feel like an extension of the environment itself.
Appearing over the live feed will be Dulux Colours of New Zealand swatches, automatically updating every 2 minutes to reflect the real-time colours in the background. As the sky shifts, audiences will see a fresh snapshot, accompanied by Dulux shades that best represent the scene.
Shontelle Crosswell, Dulux NZ Head of Marketing, says that the campaign is about celebrating New Zealand’s colours and inspiring homeowners to start their painting project: “Nature is one of the best sources of inspiration for colours, and these billboards bring that idea to life in a fresh and innovative way.
“Choosing the right colours can be overwhelming – there are so many options to choose from, and they need to work together harmoniously. This campaign, along with our new ‘Find Your Dream Exterior Colour Scheme’ project guide, helps simplify the process by showcasing colour combinations inspired by our beautiful local landscapes.”
Thanks to LUMO’s cutting-edge technology and development partner, Latch, the campaign offers a fresh, dynamic view of New Zealand’s natural beauty, while reinforcing Dulux’s expertise in colour.
More than just a showcase of colour, Dulux Colours of New Zealand LIVE celebrates our country’s ever-changing landscape. From the deep blues of a crisp morning to the fiery hues of sunset and the soft greys of an overcast afternoon, the campaign highlights the beauty in everyday moments. Through advanced technology and real-time visuals, it brings New Zealand’s natural beauty into focus for audiences to enjoy.
Kaitlin Mitchell, Business Director at MBM, says Dulux Colours of New Zealand LIVE is an execution which combines a tried and tested media channel with a cutting-edge data and technology that taps into Aotearoa’s natural beauty in real time: “It’s an exciting time for the industry as we find new and novel ways to bring innovative formats to life – with this latest work with Dulux highlighting the first in market opportunities in this space.”
This market-leading campaign came together through the collaboration of media agency MBM, creative agency Pitchblack, and tech partner Latch.