For the launch of Dulux Trade’s new Vinyl Matt formulation, we needed a campaign that could cut through in the crowded trade market, positioning it as the superior go-to-tool for any professional decorator.

In a brave, no-frills approach we created a campaign that put all the focus on the products key USP, it’s high-coverage.

A campaign spanning from Youtube pre-rolls, paid and organic social, instore POS and trade press, we showed that Dulux Trade’s new Vinyl Matt formulation has such high-coverage, it can cover anything - even the most hideous of wall murals.

Concept / art direction / shoot planning / design