CITYSCAPES, 1 by DraftFCB Chicago for Valspar

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CITYSCAPES, 1

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Industry Paints, Paint Brushes, Adhesives
Media Design & Branding
Market United States
Agency DraftFCB Chicago
Art Director Kristin Haley
Released July 2011

Credits & Description

Category: Posters
Advertiser: VALSPAR
Product/Service: PAINT
Agency: DRAFTFCB
Chief Creative Officer: Todd Tilford (Draftfcb)
Senior Vice President/Group Creative Director: Gigi Carroll (Draftfcb)
Vice President/Creative Director: Drew Donatelle (Draftfcb)
Vice President/Creative Director: Michael Mcgrath (Draftfcb)
Art Director: Kristin Haley (Draftfcb)
Senior Vice President/Group Account Director: Scott Havrilla (Draftfcb)
Executive Vice President/Chief Strategy Officer: James Shuttleworth (Draftfcb)
Executive Producer: John Bleeden (Draftfcb)
Media placement: OOH Dedicated Wild Postings - OOH Board Side Of Commercial Bldg - 4/20/2012/one Week Post Period
Describe the brief from the client
The brand proposition centres on connecting people to the power in colour. So, for this work, we needed to conceive and execute an idea that draws people in and makes a deeper connection to colour.
Describe the challenges and key objectives
A key objective was to create something that stands out so much, people would want to have it for themselves.
The key challenge: Find a way to capture and dramatise the power of colour in a simple and memorable way.
Describe how you arrived at the final design
The concept was born out of the very nature of what paint does – if you apply a lot of paint to a wall, it drips. From those drips came an idea: create iconic cityscapes in the negative space, inspired by Valspar colours.
Once we had the cities and colour names, we began to perfect the details. To make this look as organic and natural as possible, we physically created a cityscape in paint drips and studied it – the slight curves, drips a nuances that can’t be simulated. Finally, we screen printed using real Valspar paint, uniting art and advertising.
Give some indication of how successful the outcome was in the market
As of this writing, the posters are just breaking. However, already people are stealing them from walls and there have been countless requests to buy the posters. Several poster shops have also inquired about selling them.