Dulux 'Walls' produced by Euro RSCG London wins top viral campaign at TED Awards in LA
Euro RSCG London is proud to announce that they have won the most prestigious TED award for producing the best global 'Ad worth spreading'; it will be announced officially on the TED stage in LA today that the agency's 'Walls' work for Dulux has scooped a top prize. 24 leading film makers, producers and journalists were asked to select the top 10 most powerful and memorable online videos - compelling enough to impassion a TED member to pass it on.
Russ Lidstone, CEO, Euro RSCG London said 'It is an honour to win such a prestigious award. It is testimony to the power of 'walking the walk' - a brand in action brought to life in a beautifully compelling and integrated way.'
The nonprofit organisation, TED, whose tagline is 'ideas worth spreading' opened this ad challenge to everyone. They had over a 1000 entries which were collected from December through to February from brands, small businesses, ad agencies, students and advertising schools. The top 10 winners were selected by a panel of 24 expert judges.
As part of Euro RSCG’s worldwide “Let’s Colour Project,” the film, directed by award winning Adam Berg, highlights the journey of colour across the world as people and colour combine to regenerate public and private spaces. It features real people gathering in streets and alleyways, picking up brushes and rollers, and covering up their cities' grey spaces with a rainbow of colours. This uplifting video reminds us that life is better in colour, and there is nothing that a fresh coat of paint can't make better.
The ‘Let’s Colour Project’ is a global activation idea centred on a series of painting events that happened over 4 months in the UK (Virginia Primary School, Tower Hamlets, London), France (Aulnay sous Bois, Paris ), Brazil (Lapa, Rio de Janeiro) and India (Chandpole Chowki, Jodhpur). Each local community was engaged to transfer dull and grey spaces into something more interesting using Dulux colour paint. Each event was filmed for the TV execution and further events are scheduled to take place around the world in the near future as part of Dulux’s ambition to ‘add colour to people’s lives’.
The campaign is the first of its kind and has attracted the attention of many blogs, cultural commentators and trend spotters.
Euro RSCG London not only documented the events for TV executions – but also for documentaries (directed by multi award winning director of ‘Sons of Cuba’ - Andrew Lang); a ‘making of’ film; blog (www.letscolourproject.com/blog); website (www.letscolourproject.com), social media on Twitter (@lets_colour and hashtag #letscolour) and social networking sites including Facebook and Orkut.
The creative team behind the campaign are Fábio Abram and Bráulio Kuwabara and Directed by Fernanda Romano. The film was produced by Stink Productions, is directed by Adam Berg (director of multi-award winning Philips ‘Carousel’) and uses music by Jonsi entitled ‘Go do’. Nearly 7000 litres of paint were used in the painting events and close to 500 volunteers took part in the project.
About EURO RSCG London:
Euro RSCG London is a top five UK integrated communications agency with a client roster including Air France, Alberto Culver, Chivas Regal, Citroën, CityJet, Comet, Credit Suisse, Dulux, Disneyland Paris, EDF Energy, Evian, Kraft, Nutricia, Mateus, Peugeot, Reckitt Benckiser, and Yakult.
Euro RSCG London includes Euro RSCG PR (formerly Biss Lancaster) and we are the biggest UK agency to integrate conversational media into the core of the agency, alongside channel strategy, digital, Social Media and advertising. We also have offices in Manchester and Edinburgh.
Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices in 77 countries throughout Europe, North America, Latin America and Asia Pacific. Our ambition is to help clients get to the future first.
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Head of Agency PR – Sarah Van Praagh 07974 217 812