PPG Paint is a high quality, tough and durable brand, known mostly by paint professionals. To launch its consumer facing line called PPG Timeless, which are sold exclusively at The Home Depot, we tapped into its well known durability to show how PPG Timeless can take on absolutely anything — even itself.
To do that we decided to compete against our namesakes. In a series of content videos we told a variety of durability stories focused on each product benefit. Food names like carrot cake illustrated washability, names about nature told a weather-resistance story, and scratch-resistance became very clear through names like catnip.
The campaign stretchet across multi social platforms in inspiration based midia units. We created Facebook Canvas Ads, Instagram Stories Ads, an interactive Snapchat game, etc.
We launched the campaign with a lifestyle long format video. And then we supported it with a series of product centric videos that focused on specific product benefits such as Washability or Weather-Resistant.