Porter’s Paints launches new brand platform ‘Paint with heart and soul’ via Thinkerbell
Premium paint brand Porter’s Paints, in partnership with Thinkerbell, has created a new brand platform ‘Paint with heart and soul’.
The visually distinctive work demonstrates the depth-of-feeling that true colour can evoke, by playing out the journey of a young couple as silhouettes on Porter’s-painted walls.
Says Jill Every, sales and marketing manager at Porter’s Paints: “When developing this new brand platform, we wanted to highlight that it’s not just how a room looks, that matters, but it’s also how it feels when you walk in.”
Says Olivia Romas, lead creative tinker, Thinkerbell: “We wanted Porter’s Paints to disrupt the rational category norms with some emotion, in a visually distinctive way. The colours of Porter’s Paints, along with the evocative shadows, and the crafted soundtrack capture the feeling of living in a beautifully painted room.”
The work went live nationally on television from 26 March, and will also feature across online, print and social.
Client: Porter’s Paints, DuluxGroup
Melanie Stevenson – Brand Manager, Porter’s Paints
Jill Every – Sales & Marketing Manager, Porter’s Paints
Scott Wishart – General Manager, Porter’s Paints
Creative Agency: Thinkerbell
Olivia Romas – Lead Creative Tinker
Rosie Gearside – Lead Creative Tinker
Izzy Daniels – Lead Thinker
Liz Graydon – Brand Thinker
Nick Livingston – Lead Production Tinker
Sean McNicholas – Head Tinker
Ben Couzens – Executive Creative Tinker
Adam Ferrier – Chief Thinker
Suzi Williamson – Head Thinker
Marcus Byrne – Lead Retouching Tinker
Alex Virr – Lead Design Tinker
Media Agency: OMD
Head of Group – Dervla McGivern
Business Director – Carolyn McGookin
Strategy Director – Emma Ray
Account Director – Megan Blandy
Account Manager – Ruby Niarros
Trading Director – April Nicholas
Trader – Lara Paull
Production Partner: Photoplay / Playtime
Director – Michael Gupta
Executive Producer – Emma Thompson
Stills: Photoplay Photography
Photographer: Chris Budgeon
Executive Producer: Alison Lydiard
Post Production: ARC EDIT
Editor: Laurence van Camp
Sound: Bang Bang Studios
Music Composition: Terry Mann
43 Comments
Love this, beautifully crafted
Nice Rosie
Simple, well crafted. Well done to all involved.
Very impressive
This is gorgeous. Craft is amazing. I love it
Good to see the Thinkers are the only ones in the comments! XD
Well done all!
Hard to hate on this. Thinkerbell might actually be starting to earn their title.
Really beautiful Michael
Great work
Lovely work Michael
Show them a good 30 second tvc and the bitter old creatives can relax again.
I think what people often dislike about Thinkerbell is they ‘game’ the system, but outputting dozens of ads to push themselves up creative ranking measures. This is real work for a real client, with real budget behind it. Nothing wrong with that.
We may be bitter old men but we’ll always give credit when it’s due.
The craft tied in so well with the creative, awesome work Michael
Tinkers and thinkers!
I think it’s pretty nice. A little old fashioned in a good way maybe
Thinkerbell. Wow.
This is really beautiful, and clever, work. Even more so when you consider how the category usually shows up.
Beautifully and delicately crafted Laurence!
Matey, if you’re at all clued in, you’ll know, that no matter what (No matter what), the film medium will never stop being a beloved, effective and emotional way to communicate a brand message.
I know that you probably seek credit for your next carousel, but give credit where it’s due. And while you’re there, please stat me up on the efficacy of banner ads yeah?
Proper grown up advertising. No gimmicks. No borrowed interest. Great insight.
Winning
feels standard category cliche bullshit
Peter Piper picked a Porter Paint. Not bhed at all.
I’m hoping to see the OOH/ambient extension with murals that look like there are shadows in front of them.
Well done. Done well.
Held it back during the fake emotion of the spot. But the comments were too much.
Yawn at your controversial comment The campaign breaks category norms.
Really like this!
Rosie!
Good spot thinkerbell. Didn’t think I’d type that.
30 positive comments about some shadows on a wall. Haha.
The comments are too much. Paint over it there’s nothing interesting about this 30 second very flat ad
Why do Thinkerbelle get their entire agency to flood the comments with positivity HAH!
On fire
https://campaignbrief.com/the-agencys-promise-of-measured-magic-has-sure-delivered-in-2022-why-thinkerbell-is-campaign-brief-australian-agency-of-the-year/
Well played Jill E. This is work well bought.
Rosie and Romas killing it !!
Is this an adequate idea and execution? Yeah.
Is it absolutely passable for the category? Sure.
Does it deserve to be bashed? Probably not.
However – is it just a montage of shadows on walls? YES.
Is it worthy of this level of praise? NO. Haha.
‘I think what people often dislike about Thinkerbell is they ‘game’ the system, but outputting dozens of ads to push themselves up creative ranking measures.’
That’s a bingo.
Absolutely fair shout.
‘It’s not how a room looks. It is how it feels.’
You’re welcome
Really trying a bit hard to celebrate shots of paint tins aren’t we guys?
Shadows on the walls acting out your strategy is not a great idea. It’s a technique.