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Sherwin Williams: Spice It Up

Deconstruct and extend an existing campaign.

Recognition

2021 Atlanta American Advertising Awards(ADDYS) - Student Silver Winner in Integrated Consumer Campaign

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Brand Film: Spice It Up

OOH Posters

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Social Media Posts

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Sample Paint Tubes Design

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Process

Professor: Gauri Misra-Deshpande

Creative Strategist, Photographer, Art Director, Graphic Designer, Video Editor: Zelia Zhou

                

Project Overview

Extend an existing campaign strategy and add more creative assets.

Media choice: brand film, OOH posters, social media posts.

Brand Choice

HGTV Home x Sherwin Williams

Global Spice Collections

About the Brand HGTV Home x Sherwin Williams

Sherwin-Williams, the 154 years old, largest US paint retailer is looking into tapping more into the DIY home improvement industry with the tide of increasing sales due to the pandemic. Sherwin-Williams enjoyed a long-lasting great reputation among professional contractors for its high-quality products. With HGTV HOME® by Sherwin-Williams, colors work together in any combination, which provides DIYers inspiring design knowledges and creative flexibility. 

Stuck at home in a paralyzing health crisis, people across America tackled long-delayed, home improvement projects that are giving a boost to the do-it-yourself and handyman segments of the U.S. economy. Therefore we want to generate a wider awareness about our thoughtful designed color coordination HGTV Home line and educate our consumers about the innovative products that are easy to use and eco-friendly. 

Opportunity

Sherwin-Williams is the leading brand in the North American paint market and it is the favorite brand among professional contractors. However as the growth of unemployment rate due to the pandemic and shelter at home order, more than three-quarter of all U.S. homeowners had done some type of DIY home improvement project during the pandemic . There was prospect demand increase in the remodeling and painting industry for DIYers. This has become a good chance for Sherwin-Williams to offer their high-quality, user-friendly, competitive pricing and green products to the DIYers and build further royal customer relationships. 

Strategy

To inform our customers that HGTV HOME® by Sherwin-Williams is the most accessible and eco-friendly paint product includes tools to ensure easy application and cleanup, which also provides design guidance to help DIYers create beautiful room color transitions throughout their home and generate sales. 

Tone&Brand Image

Inspiring, helpful and cheerful, make the painting experience fun and exciting. 

A professional, industrial and commercial paint brand with a higher price but excellent-quality paints.

Target Audience

 

DIYers Age from 21-40 who carry out some home improvement skills and design aesthetics, looking for building materials manufacturers to demonstrate the value of the product with the right quality and the right look, as well as the environment impact.

The top motivator was, “finally having the time,” according to the report. Next was adding value to the home and, finally, making the home “feel more cozy.”

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