2013 Color Chips campaign asks, “Where will color take you?”
HGTV® HOME by Sherwin-Williams presents “Colors in Motion”
Chip It! 3.0 makes it easier than ever to turn any image into a color palette
Durham, NC (March 5, 2013) — The color experts at Sherwin-Williams and its advertising agency of record, McKinney, know that color inspiration is an important step in the painting process. Beginning March 1, Sherwin-Williams and McKinney will debut the fully integrated 2013 Color Chips campaign that celebrates some of the places that may inspire you to make the most of your color with the very best paint.
“Because of their unrivaled color expertise and the quality of both their paint and service, who better than Sherwin-Williams to take homeowners to that special place where inspiration meets reality,” said Jonathan Cude, chief creative officer of McKinney. “Our work begins that journey with print, TV, digital and interactive color selection tools that we hope will delight homeowners and help them arrive at just the right Sherwin-Williams colors.”
In 2010, Sherwin-Williams and McKinney launched the Color Chips campaign that showcased the paint company’s 1,500+ paint colors available at Sherwin-Williams’ 3,500 nationwide neighborhood paint stores. Directed and produced once again by award-winning animation studio BuckTV, this year’s new 30-second spot, “Color Travels,” is perhaps the most ambitious to date, taking viewers around a world bursting with color and made entirely of Sherwin-Williams color chips. From a windmill in Holland to St. Basil’s Cathedral in Moscow and from a street bazaar in Mexico to a fiery Chinese dragon, the spot winds its way home past the Statue of Liberty to the city of San Francisco and closes with a new tagline, “Where will color take you?”
Breaking March 4, “Color Travels” will air on Bravo, A&E, Discovery, HGTV, Travel, Lifetime, Style and the History channel, among other outlets.
Print executions are just as worldly and feature many of the same color chip destinations. Three ads will appear in May magazines, including Better Homes and Gardens, Elle Décor and This Old House.
HGTV® HOME by Sherwin-Williams
In 2011, HGTV and Sherwin-Williams teamed up to create a fresh new line of paint and color collections to help homeowners create harmonious room-to-room color transitions without the guesswork. This year’s work, “Colors in Motion,” features three of the collections, Global Spice, Liveable Luxe and Urban Organic, which offer perfectly coordinated colors and design tips to provide a picture-perfect painting experience. “Colors in Motion” showcases the collections’ many color chips that are uniquely styled to complement HGTV’s roof-inspired logos. Jazzy riff instrumentals match the Urban Organic collection, while Liveable Luxe is represented by an elegant, more refined musical piano score. Each collection takes the guesswork out of coordinating colors and gives consumers the confidence to show off their personal styles. The spot ends with the tagline, “Which color collection are you?”
Breaking March 4, “Colors in Motion” will appear on a variety of cable networks, including HGTV, Lifetime, Style, A&E, Bravo and Food Network. Print ads will appear in May magazines, including Food Network and HGTV.
Chip It! 3.0
It has been a year since Sherwin-Williams and McKinney introduced the revolutionary Chip It! online tool that allows consumers to select any picture and instantly turn it into a palette of Sherwin-Williams paint colors. Since the color tool’s launch, Chip It! has had over 2 million visits to the site, 750,000 ChipCards created and nearly 30,000 shares to Pinterest. The tool also won Best of Show at the 2012 MIXX Awards, which are sponsored by the Interactive Advertising Bureau, and a Cannes Lion.
Chip It! 3.0 makes it easier than ever for homeowners to create their own color palettes instantly and get the paint colors they need to bring those palettes to life. Users can now change the order of the colors on their ChipCards to feature their favorites from the created palette. Streamline Tagging makes planning for a project easier, and the BookMarklet Navigation bar increases Chip It!’s functionality so users can upload images and adjust account settings without having to go back to the website.
“We’re just scratching the surface for what Chip It! can do,” said Jim Russell, chief innovation officer of McKinney. “We’re excited to see what new applications users have for a tool that turns visual communications on the Internet into a Sherwin-Williams color library. We’re also proud that Sherwin-Williams was one of the first brands to leverage Pinterest in such an engaging and useful way for both painters and pinners to enjoy.”
For nearly 150 years, Sherwin-Williams has been an industry pioneer in the development of technologically advanced paint and coatings. As the nation’s largest specialty retailer of paint and painting supplies, Sherwin-Williams is dedicated to supporting both do-it-yourselfers and painting professionals with exceptional products, resources to make confident color selections and expert, personalized service that’s focused on unique project needs. Sherwin-Williams is committed to environmental sustainability in both manufacturing processes and finished products. Sherwin-Williams products can only be found at its more than 3,500 neighborhood stores across North America. For more information, visit sherwin-williams.com. Join Sherwin-Williams on Facebook, Twitter and Pinterest.
McKinney was recently named the most effective independent advertising agency in the world by Effie Worldwide and Warc. The agency also took home Best in Show at the 2012 IAB MIXX Awards that honors the best creative digital advertising in the world. Over the past year, McKinney has won 43 major industry awards, including five Effies, a Cannes Cyber Lion, six One Show Pencils, six IAB MIXX Awards, a Webby and best-in-show website at the OMMA Awards. Founded in 1969, Durham, NC-based McKinney is recognized for having one of the most innovative business models in the industry, focused on big ideas brought to life in powerful conversations between people and brands. McKinney has also been recognized as one of the best U.S. agencies, one of the Best Places to Work in Marketing & Media by Advertising Age, and one of a handful of agencies setting the standard for creativity by One Magazine. The agency’s clients include Nationwide, Nationwide Financial, Travelocity, Samsung, Meijer, Sherwin-Williams, Gold's Gym, Mizuno, CenturyLink, Dognition, Big Boss Brewing and Urban Ministries of Durham. McKinney is part of Cheil Worldwide, one of the world’s leading marketing communications networks with 55 offices in 30 countries, and has expanded its East Coast footprint by opening an office in New York.