Kilz: Every Project is Worth It by Arcana Academy
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Kilz is taking paint ads to an emotional level with the new campaign for its line of primers, which lay the foundation for great paint jobs. Led by commercials that depict the delight of people seeing their dream rooms for the first time, the campaign involves several layers of content to take audiences from inspiration to education and preparation.
Spots key on the satisfaction that makes all the work of painting worthwhile by showing people reacting to common occasions where people paint, without showing what they’re seeing. The idea is to recreate the suspense of home improvement shows, which tease into commercial breaks with guests’ extreme reactions to something being revealed off-camera.
In the 30-second called 'Reveal,' we watch five scenarios of people being beckoned or led to see something. First, there’s the anticipation, from a little girl running up the stairs and a husband covering his pregnant wife’s eyes as he walks her forward to a couple beckoning a grandfather to come see something. Then we get intense reactions from gasps to smiles and tears. The spot closes with “every project is worth it,” the Kilz logo and a button pointing viewers to “see what they see.”
The video ad leads to an interactive landing page entitled “Every project is worth it,” which shows the five rooms that actors are reacting to. Each is a common occasion to repaint, and provides both before-and-after comparisons and step-by-step instructions. The instructions start with priming the surfaces, a foundation step largely lost on a new generation of homeowners. By clicking on the products listed, visitors can go straight to where to buy them.
Also, a series of hero animations will appear on YouTube, Facebook and Instagram, where people increasingly look for before-and-after imagery and instruction.
Credits
Client: KILZ, BEHR Company
Chief Marketing Officer: Jodi Allen
Senior Director, Brand Marketing: Andy Lopez
Senior Brand Manager: Mallory Jurich
Brand Manager: Tiffany Higgins
KILZ Art Manager: Jessica Cramer
Digital Marketing Manager: John Buzyn
Digital Marketing: Jennifer Ferguson
Agency: Arcana Academy
Creative Directors: Lee Walters, Shane Hutton
Agency Producer: Jessica Darke
Account Management: Nicole Young, Kensy Reissig
Director: Richard Farmer
Line Producer: Elliot Feld
Photography: Mark Read Photography
Photography: Madigan Studios
Photographer: Keith Madigan
Photographer: Jacob Williams
Prop Stylist: Nick Hamblen
Editorial and Sound: Arcana 101
Editor: John Jenkins
Editorial Assistant: Stephen Shirk
Sound Design and Mix: D. Chris Smith
Animation: Laundry
Head of Production: Matthew Primm
Producer: Dean Marchand
Project Coordinator: Stephanie Alvarez, Kelly Barnhardt
Creative Direction: Tony Liu & PJ Richardson
Design: Micah Fitzgerald, Yoojin Seol
3D Animation & Compositing: Micah Fitzgerald, Alan Ng, Teppei Maki
Web Development: Accenture