Rehab Project
Valspar
Issue 37 | December 2015
Agency
FCB Chicago
Creative Team
SVP, Group Creative Director Myra Mazzei Art Director Lauren Swago Copywriters Lauren Hystead, Matt Everts
Production Team
Art Director Eric Pagsanjan Copywriter Jake Roland Designer Jackson Bernard producer FND Films John Cywinski
Other Credits
Management Director Kate Hearn Account Supervisor Anna Bradbury Account Executive Brittany Saito Account Executive Ally V. Khajenouri
Date
October 2015
Background
Every year, nearly 10 million tons of furniture ended up as landfill.
Rejected chairs and tables were being abandoned in backyards, streets and alleys.
Valspar set out to inspire America by suggesting that 10 million tons of junk could actually be 10 million tons of DIY projects.
They set out to try to give every piece of discarded furniture a second chance.
Idea
The solution to furniture neglect on this scale was The Valspar Rehab Project. With an expanding line of paint products at Lowe's such as Furniture Paint and Cabinet Enamel, Valspar made it possible to give new life to old pieces.
In order to inspire consumers and boost their confidence in their DIY skills, a series of How-To video tutorials and downloadable Project Overview cards were produced. Available to view at www.valsparpaint.com/rehabproject, these demonstrated the step-by-step processes that could help transform yesterday's junk into today's work of art.
Results
Not Known.
Our Thoughts
At Google, they say it takes three H’s to build a brand online. Hero, Hub and Help content – and here they are, all three.
Hero ads that spell out the problem and drive people to the Hub, the microsite, where there is plenty of Help with ‘How To’ videos to show you how to prepare the furniture before painting it.
Matt Batten, leading the selection committee for this issue of Directory, wanted this campaign included because, while the creative isn’t showy, it does what it needs to in support of a coherent strategy.
We can only guess at the results but guess they were good.