To celebrate Dulux Weathershield’s most weather-durable paint, advertising agency Boys & Girls went in search of Ireland’s most weather-durable people – meet ‘The Invincibles’.
Shot in Myrtleville beach, Co.Cork, ‘The Invincibles’ explores the story of Tom Bermingham, Mairead Ni Mhaoileóin and Tom McCarthy, three open water
swimmers who are dedicated to the water all year round – rail, hail or shine. ‘The Invincibles’ gave us an opportunity to tell a story that could live beyond the confines of a traditional TV commercial,” stated Creative Director Laurence O’Byrne. “But even though it’s not TV, the same principles apply – find the idea, and craft it into something special.”
The short documentary is the first in its kind for Dulux and very different territory for Weathershield, telling the story of what in truth is a very functional product in a way that drives emotion & admiration.
Owned social platforms became the driving force behind the campaign using both Facebook & Twitter as the launch pads. Using video teasers and stunning imagery, the target audience were directed to a bespoke landing page which not only gave our Invincible’s a home, it also allowed Dulux tell the Weathershield story from another perspective, giving further merit to it’s product benefits and marketing leading product.
In order to complete the customer journey with a cohesive link between campaign and product, we took the creative idea in store with various POS elements across national and independent stores.