Ogilvy brushes up on style for Dulux Heritage campaign

Dulux is launching a major new marketing campaign for its Heritage brand, designed to explore the thoughts and feelings colour can evoke when it comes to home decoration.

“It’s a Feeling” is the first work by Ogilvy UK since it was handed the EMEA advertising business by parent company AkzoNobel in January and will run across the UK in press, outdoor, radio and social.

Embracing both trade and consumer markets, the ads are aimed at elevating the relationship with paint and passion, with the creative featuring stylish interiors and tongue-in-cheek insight that captures the emotions and imagination when reimagining a home.

In one execution, the copy reads: “So, you’re feeling feelings of unrequited love in a grand hallway adorned with statues and their strategically placed fig leaves. Then you’re going to want Red Ochre.”

Another states: “Now, you’re feeling feelings of a coastal breeze funnelling down a floaty tunic from atop a galloping horse called Bruce. Yeah, we call that Country Sky.”

AkzoNobel marketing director Karen Wilkinson said: “‘Heritage by Dulux’ Velvet matt has a distinctive luxury, soft-to-touch, paint finish that stands up to the demands of a busy, modern home. Available in a beautifully timeless colour palette it allows us to create a personal backdrop for modern living, with whatever feelings and emotions we please.”

Ogilvy UK creative director Chris Wall added: “Dulux is a true fabric-of-the-nation brand, the premium Heritage range encourages people to embrace their feelings when considering painting their favourite room.

“The campaign is stylish fun, playful aspirational inspiration that epitomises the huge creative opportunity of the category. There are so many options when it comes to creating a look for your home, this campaign makes it easier, with the help of otters and horses.”