There's an 800-pound gorilla (or a big fluffy sheepdog) in the room and its name is Dulux. Wattyl avoided challenging this lead competitor for many years and lost market share as a result. It was time to re-establish its credentials as the classic, durable Aussie paint, suitable for ‘Familifying’ Australian homes.
The client had a limited budget and opted for a 6-week sponsorship of the reality TV show, The Block All-Stars. So we created this TV campaign to reposition Wattyl as the paint for real families (rather than for people who live in uptight, designer worlds) where eating, playing and the freedom to muck around are far more precious than pristine white walls.