Crown Paints is aiming to tap into the Easter DIY boom – and no doubt the wider trend for home improvements – with the launch of a new campaign that ditches painting perfection to reflect the reality of decorating and the real lives behind the spaces people create.
Built around a new creative platform ‘Looks like…’, the campaign is the first work by Manchester-based agency Dinosaur since it was appointed to the Crown account late last year to attract a younger audience.
It also marks the first time the brand has brought its consumer and trade communications together under a single creative idea, although the company insists it is maintaining distinct messaging for each.
The work is designed to challenge the category’s traditional portrayal of perfectly styled interiors, instead reflecting the messy, personal and emotional journeys involved in decorating real homes and real spaces.
It follows real people through their decorating journeys, showing both the process and the moments that motivate change – from personal milestones to everyday life moments – culminating in a ‘Looks like…’ reveal that connects the finished space to the people who live or work there.
Meanwhile the trade campaign features real painters and decorators working on genuine jobs, demonstrating support for the trade community and encouraging advocacy by highlighting the pride and craft that goes into every job.
Both strands are connected by a shared creative strategy celebrating “real painting journeys”, designed to position Crown as the brand that supports people, from DIYers to professionals, through the realities of decorating rather than the idealised end result.
The campaign will run across TV, digital video and social media, supported by strategic media partnerships with Channel 4, YouTube, Facebook, Instagram and TikTok, as well as social community On The Tools, designed to deliver scale across both audiences.
Media planning and buying is being led by Notorious Communications, with earned activity developed by Citypress.
Crown Paints marketing director Amanda Bolton said: “This campaign represents a bold new creative direction for Crown. The idea behind ‘Looks like…’ is rooted in a deep understanding of our audiences – whether that’s professional decorators proud of the craft they bring to every job, or homeowners making changes to the spaces that matter most to them. In reality, decorating isn’t just about colour charts and finished rooms. It’s about identity, personality and the moments in life that drive people to transform a space.
“By celebrating real painting journeys and the characters behind them, we’re showing that Crown isn’t just part of the final result – we’re there through the whole process, helping people build confidence and express who they are through the spaces they create. It’s a more human, more authentic way for us to tell the Crown story.”
Dinosaur founder and chief creative officer Mark Beaumont added: “The category tends to show decorating as showroom-perfect, but the reality is far more human. People decorate because something in their lives has changed – a new chapter, a fresh start, a moment they want their home to reflect.
“‘Looks like…’ celebrates those real stories. By focusing on the people behind the spaces, from DIYers to professional decorators, we’ve created a platform that shows the process, the imperfections and the pride that come with making a place your own. It’s a simple creative idea that puts real lives back at the centre of decorating.”
Related stories
Brits batten down hatches in return to Covid ‘cocooning’
Crown appoints Dinosaur to hunt down younger market
Discerning Brits seek value, rewards and personalisation
UK shoppers want retailers to be ‘friends with benefits’
Be the first to comment on "Crown Paints ditches the gloss in first Dinosaur activity"