Challenge: Paint brands are notoriously known for advertising color variety and efficiency, reinforcing paint as a practical task rather than a meaningful choice. How can Sherwin-Williams move beyond functional messaging and reposition itself as a paint brand that inspires more confident and meaningful color choices that shape how people experience their homes?
Insight: Young homeowners want to be interior design experts, which often sacrifices color for aesthetics, hence the term “millennial gray “ was born. But paint can be more than just a choice of color... it is a choice about intended emotions.
Idea: Using color psychology, Sherwin-Williams will show how the lack of the correct paint color will affect human behavior.
A child happily jumping on her bed but is this what she should be doing?
A child with toys but no motivation to play and noone to play with.
A woman with a blank document & no concentration. We've all been there.
A Thanksgiving dinner gone wrong. Yikes.
Yellow from a more interactive approach.
A young struggling couple.
A healthy breakfast... for the cat.
Social Media Extension
Invite influencers who share their home renovation process on TikTok & Instagram to brief us on how they want their space to feel.
Sherwin-Williams will then send them paint colors that will evoke that emotion.
Influencers will post sponsored content, such as
Unboxing SW paint
Designing their spaces with SW paint
Before / Afters of their spaces
Talking about the paint transformation
Experiential Extension
Room For Feeling, a reality show hosted by Sherwin- Williams
Expert interior designers compete to design a room with its intended purpose, including emotional attributes.
eg. A playroom painted orange for socializing & creativity
Contestants are given a brief for a room and have to pick furniture from the warehouse, design a space, and paint it with Sherwin-Williams paint within a certain amount of time.
It will take place in a large warehouse (think Top Chef).
Partnership with Crate & Barrel for furniture.
The judge panel will feature a creative from SW, a creative from Crate & Barrel, a color psychologist, and a well-known interior designer.
Winners will receive a large check to redesign/demo their home.