Oh, The Places You'll Go With Sherwin-Williams Paint
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, N.C., March 5, 2013
DURHAM, N.C., March 5, 2013 /PRNewswire/ --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 Decor 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
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.
Partner, Director Agency Communications
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