For over 65 years the Old English Sheepdog has been synonymous with the Dulux brand. And now he's back.
Dulux is taking customers inside the mind of its iconic brand mascot, the Old English Sheepdog, for the first time.
He has graced TV and cinema screens, appeared in magazines, on billboards, online and in social media and now viewers get to see what he's been thinking all this time.
His awakening coincides with a new focus on consumer-centric marketing at Dulux Group, spearheaded by new marketing director Helen Fitzpatrick.
“We wanted to tell our consumers that in the future, you’ll know why it’s worth using Dulux; and we knew we have to do it in an emotional way. Consumers love the Dulux dog, so we thought what better way to gain a powerful, emotional connection to the brand than make him the star of the campaign,” Fitzpatrick says.
The campaign is launching an initiative from Dulux to educate Australians and New Zealanders about the risks of using inferior paints. It does so by highlighting the most important quality test: the test of time.
On his travels, we hear the Dulux dog’s musings on the future, and the importance of protecting your home with the right paint. The dog will become a consumer champion and lend a paw to anyone who needs advice on painting their home.
BMF client services director Dan Lacaze says: “It’s with great responsibility and pride that we have given the Dulux dog a personality, and a bigger and more important role in the communications mix. He’s seen it all and there’s no one better placed to explain why Dulux is worth it.”
The integrated campaign launches in Dulux-owned channels this week, with bespoke film executions for social, pre-roll, TV and cinema. It will be supported by OOH, print, online, social, and instore.
Credits:
Executive Creative Director: Cam Blackley
Associate Creative Directors: Dantie Van Der Merwe and David Fraser
Copywriters: James Sexton and Gooch Richards
Designer: Thom Davy
Planning: Kim Feitelberg, Ali Tilling and Emily Field
Client Services Director: Dan Lacaze
Account Director: Will Woods
Account Managers: Kim Ngo and Siena Shuttler
Agency Producer: Fiona Gilles
Production Company: Good Oil
Director: Andy McLeod
Post Production: ALT VFX
Editor: The Butchery
Music and Sound Production: Rumble Studios
Client Credits – Dulux
Director Marekting and Innovation: Helen Fitzpatrick
Marketing Manager: Jo Katsos
Senior Brand Managers: Anthony Voyage and Alison Mahoney
Product Manager: Adam Hilton
Digital Marketing Manager: Natasha Simpson
