From contractors to casual DIY-ers, we can all agree that spray paint is the Swiss army knife of DIY. Its uses are endless - from stopping rust to facelifting furniture and updating fixtures at home. However, historically there’s only been one way to spray.
Rust-Oleum tapped agency Young & Laramore to help launch its new 5-in-1 nozzle with The Dawn of a New Spray.
Through consumer sentiment tracking and one-on-one interviews, Y&L gleaned spray painters’ frustrations—runs, drips and unevenness—stemmed from a lack of choice in spray patterns available to match their project and get a better, high-quality end result.
Instead of just telling people how great Rust-Oleum’s new 5-in-1 nozzle is, the new campaign shows them. To provide consumers an experiential way to test out each of the five nozzles. In-store QR codes drove shoppers to a custom AR module, where they could try out the spray patterns for themselves. To showcase the spray patterns, Y&L used five 3D models, each highlighting a different problem the new 5-in-1 nozzle can help solve.
To ensure ease and accessibility for the experience, the campaign utilized the WebAR platform, making it easy to use without having to download (yet another) app. The campaign also includes a microsite, which drives ad traffic directly to the AR experience.
The campaign is timed to align with spring home improvement season, and will run across broadcast, social media, and digital platforms starting next week.
This professional campaign titled 'THE DAWN OF A NEW SPRAY' was published in United States in April, 2023. It was created for the brand: Rust-Oleum, by ad agency: Young & Laramore. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 5 months ago.
Tom Denari – President and Chief Strategy Officer
Bryan Judkins –Executive Creative Director
Scott King – Creative Director
Zac Neulieb – Associate Creative Director
Kait Wilbur – Writer
Jackie Vidor – Executive Producer (think we should go under Y&L, not Production since we are part of agency)
Miiko Martin – Business Affairs Manager
Allison Tylek – Senior Designer
Luke Meyer – Digital Director
Christopher Weiper – Senior Digital Developer
Sydney Haggard – Digital Developer
Henrik Persson – Digital Strategist
Taylor DeVault – Social Media Manager
Kari O’Neill – Vice President, Strategy
Mason Thomas – Consumer Insights Strategist
Dave Theibert – Account Director
Alex Neff – Account Supervisor
Betsy Glander – Account Manager
TV PRODUCTION: Logan Media, Inc.
EXECUTIVE PRODUCER: Paul Abatemarco
DIRECTOR: Alex Turvey
DP: Ross Richardson
STILL PHOTOGRAPHER: Caleb Coppola
PRODUCER: Carmen Bosley
BUSINESS AFFAIRS MANAGER: Shelly Eley
POST-PRODUCER: JR Tuason
VFX SUPERVISOR: Stephan Kosinski
EXECUTIVE CREATIVE DIRECTOR: Alexei Tylevich
TV OCP TALENT:
TV VO TALENT:
EDITORIAL: SLED LA
EDITOR: Adam Parker
ASSISTANT EDITOR: Ben Lobel
POST/FINISH HOUSE: Mr. Wolf
POST/VFX EXECUTIVE PRODUCER: Pravina Sippy
FLAME ARTIST/VFX SUPERVISOR: Matt Motal
VFX PRODUCER: Page Neal
COLOR: CO 3
Colorist: Dave Hussey
MIX: Margarita Mix - Santa Monica, CA
Mixer: Bruce Bueckert
Operations Manager: Brian Frank
POST/VFX HOUSE: Logan Productions
EXECUTIVE PRODUCER: Paul Abetemarco
FLAME ONLINE: Carl Edwards
SENIOR COLORIST: Carl Edwards
COLOR PRODUCER: J.R. Tuason
POST/VFX EXECUTIVE PRODUCER: Stephan Kosinski
FLAME ARTIST/VFX SUPERVISOR: Carl Edwards
CREATIVE DIRECTOR: Kenji Yamashita
VFX PRODUCER: J.R. Tuason
3D LIGHTING: Kintan Chauhan
3D MODELING: Edwin Chiu
EDITORIAL: James Connelly
3D ANIMATION: Adam Smith
DESIGNER: Ryan Massiah
DESIGNER: Joshua Lee