Dulux “Let’s Colour” project - India campaign
Stink London
A collaborative vision for India
The Dulux "Let’s Colour" initiative, directed by renowned Swedish filmmaker Adam Berg and led by Stink London, aimed to transform communities through the unifying power of color. Tasked with the India segment, we identified a location that embodied Indian culture and was ready for a vibrant transformation. Authentic community participation was central to bringing this vision to life.
Scouting and community engagement
After six months of scouting, we selected a small town in Rajasthan with unique architectural charm and a welcoming community. Convincing residents to paint their own homes—a novel concept in India—required cultural sensitivity and persistent engagement, ensuring the campaign felt genuine and collaborative.
Precision execution
Navigating the town’s narrow lanes to move 4,000 liters of paint and equipment demanded innovative solutions like using local pushcarts. The grand finale—a one-take shot of the colorful transformation—was meticulously planned with six cameras and a motion control rig, resulting in a stunning portrayal of community spirit and creativity.
A lasting impact
The India segment of the Dulux "Let’s Colour" project combined cultural nuance, community participation, and logistical ingenuity. The campaign set a benchmark for global advertising collaborations, showcasing Dulux’s ability to inspire and empower through the transformative power of color.
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