Haymes Paint flows out new brand campaign

Haymes Paint has launched a new brand campaign via Bruni Dunn, Melbourne, the first in five years, spearheaded by a 15 second TVC targeting the female decorator market.

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“The TVC was developed following research that told us Haymes was still seen as slightly old-fashioned,” says Justin Lourey, account director at Bruni Dunn. “We wanted to give them a more contemporary appeal while still focusing on the premium quality of the paint.”

Adds Bruni Dunn creative director, Lachie Dunn: “Haymes is famous for top-shelf quality. We wanted to build on this heritage and give the brand a more fashionable feel.

“Unlike other commercials in the paint category that focus on product features, or try to ‘own’ colour, the new Haymes TVC is more about the feeling that using Haymes Paint gives you.

“We know from research that once people have tried Haymes Paint, they’re always delighted with the result. The commercial represents a woman totally swept up and lost in the moment of painting.

“Importantly, all the paint flows, moves and other elements were shot ‘in-camera’ using real Haymes Paint to achieve a realistic, organic feel. The post team at Cutting Edge, under the watchful eye of Director Gemma Lee from Taxi Films, then used these elements to ‘build’ a woman out of paint.”

Says Jamie Freeman, national sales and marketing manager at Haymes Paint: “Differentiation in the paint category is difficult, but we’re all very excited about our new Paint With Passion positioning. It perfectly captures the driving force behind this family owned and run business, and helps set us apart from the big corporates.”

The new TVC is supported by magazines, online and point-of-sale. The campaign is launching in time for Australia’s peak painting season.

Agency: Bruni Dunn, Melbourne

Client: Jamie Freeman, National Sales & Marketing Manager, Haymes Paint