Dulux reimagines covers of 12 literary classics, from 1984 to Dracula
The paint brand analyzed each book’s emotional narrative and matched it with hues that shared a similar mood.
Dulux outdoor campaign / Ogilvy
Dulux has revealed an artistic campaign that sees 12 iconic books become the inspiration for unique paint colors. Titled ‘Heritage Editions,’ the range draws inspiration from the likes of Frankenstein, Moby Dick, Little Women and War of the Worlds.
Created by ad agency Ogilvy, the covers were created by hand to demonstrate the application of paint. Each book has also been physically curated and the spines act as paint swatches.
“Nothing is more rewarding than when a great idea meets a great team of people. Every Dulux Heritage color has rich story to tell that evokes a feeling and by pairing 12 classic colors with 12 classic books, the feelings they evoke are deliciously heightened,” said Marianne Shillingford, creative director at Dulux UK and Ireland.
“This has been one of the very best truly collaborative and enjoyable projects I have ever worked on as creative director of Dulux and best of all it gave me the opportunity to put my painting skills to the test in executing each of the inspired book cover designs Ogilvy captured so perfectly.”
The campaign will run in the UK, across out-of-home, social media and influencer partnerships.
“Our living spaces are constantly in flux, an ever-changing reflection of who we are. But, the way we pick paint hasn’t evolved in decades. We’re stuck in a glossy rut of color swatches and daft-sounding names,” added Jules Chalkley, chief executive creative director at Ogilvy UK.
“But color holds deep and evocative powers and we wanted to find a new dimension in unleashing the visceral emotion it delivers. By simply equating the feelings and images a classic book paints in our minds to the beautiful colors of the Dulux Heritage range, we were able to tap into something far richer. Using a color specialist, behavioral science and turbocharging it through illustration, photography and design, we were able to find a dramatic new visual language and creative experience and a whole new means of bringing to life the feeling of color.”
