Kilz: Paint Loves Primer by Arcana Academy

Client: Kilz
Date: Mar 2020
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Kilz took over 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

Fresh start by Iris

Added 01 June 2020
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