Kilz took over ESPN.com to launch a new campaign that encourages younger do-it-yourselfers, particularly older millennial or 'Xennial' consumers, to use primer before they paint. Created by Los Angeles ad agency, Arcana Academy, the new ads chronicle a love affair between a can of paint and a can of primer that the audience will likely find familiar; and every beat of the campaign is Instagram-ready.
A 30-second spot takes the couple from finding each other on a dating app, to a first date, to moving in together, getting married and taking a honeymoon in the tropics, all set to REO Speedwagon’s early 80s hit, Keep on Loving You. Digital and social ads tagged, “a match made in heaven,” show such outtakes as their dating-app connect and wedding (complete with the full line of Kilz products in the bridal party).
The campaign builds on the 'Every Project is Worth It' platform, launched last year. A 360-degree communications system integrates video and banner ads to web pages that educate consumers on why primer produces better paint jobs, how to choose and apply primer, and what value that adds to you.
'Paint Loves Primer' will run continuously on DV 360 and YouTube, while banners run across a wide range of online sites and social networks during that time. Arcana took the same approach last year, and the takeovers triggered the most site visits and “where to buy” interactions for Kilz in two years.
Client: KILZ, BEHR Company
Chief Marketing Officer: Jodi Allen
Senior Director, Brand Marketing: Andy Lopez
Senior Brand Manager: Mallory Jurich
Brand Manager: Tiffany Higgins
Agency: Arcana Academy
Creative Directors: Lee Walters, Shane Hutton
Agency Producer: Jessica Darke
Account Management: Nicole Young, Kensy Reissig
Animation: Laundry TV
Sound Design and Mix: D. Chris Smith
Music: REO Speedwagon