Music in Color
BEHR Paint
Issue 61 | January 2022
Agency
TBWA\Chiat\Day LA
Creative Team
Chief Creative Officer Renato Fernandez Group Creative Director Jason Karley Head of Art & Design Bruno Regalo Creative Directors Jeff O’Keefe, Bert Marissen Senior Copywriter Mari McMurray Senior Art Directors Mack Gire, Matthew Sorensen, Cheston Kwan Singer and Songwriter Katy Perry
Production Team
Production Senior Producer Alicia Portner Digital Producer Nat Wilkes Director of Content Production Guia Iacomin Operations Director Kara Hardy Project Manager Stesha Moore Production Company Ammolite Record Label Capitol Records
Other Credits
Business Lead Shannon Franqui Business Director Luz Caceres Account Executive Zach Cross Strategy Director Joanna Kennedy Senior Strategist Michelle Pinkley Community Manager Audrey Franson Data Director Matt Segal Data Strategist Sabrina Wang Associate Director of Connections Christine Song Connections Strategist Nicole Truong Client Global Chief Marketing Officer Jodi Allen VP Marketing Andy Lopez Senior Marketing Director Sharin Bartz Senior Marketing Manager Chanda Chhoeng Marketing Specialist Emily Felix
Date
September 2021
Background
To exploit the notion that music and colour are connected, Behr created an interactive tool at www.BehrMusicinColor.com, where visitors could discover the dominant hues within their favourite songs.
Based on tempo, key and other musical attributes, every single song on Spotify could identify a perfect paint colour.
Idea
To drive awareness of the website, Katy Perry, a supremely visual singer-songwriter, brought it to life through ‘Katy in Color’, a video that described her relationship with music and colour. Her songs were analysed and assigned appropriate hues. ‘Never Really Over’ was Laser lemon, a vibrant yellow, while ‘Waking Up in Vegas’ was Flirt Alert red and ‘Teenage Dream’ was a cool blue called Sea of Tranquillity.
The film was supported with augmented reality experiences on Instagram, Tik Tok and Snapchat, providing inspiration for DIYers to explore and choose vibrant colours for their walls. They were directed to the website where they could discover colour through their own personal musical tastes.
Results
Not yet available.
Our Thoughts
There was a time when just getting a celeb in your TV advertising was considered enough. But these days you need to get more shine from your star. And this is how to do it. Katy Perry is a good start point for Behr in that she’s a colourful personality but then making her music an interactive experience makes her more interesting as well as Behr. It’s not often that endorsing a brand enhances the celeb’s own brand.
This is a most ingenious way to bring a colour chart to life. I’d love to know what average dwell times are. I have spent longer than I should have checking out the colours of the music of my youth. Nick Drake ‘Pink Moon’: P560-6.