BEHR
WHO: SENIOR COPYWRITER
WHAT: BEHR PAINT
WHEN: 2022-2024
WHERE: TBWA\CHIAT\DAY LOS ANGELES
WHY: TO POSITION BEHR PAINT AS THE ULTIMATE DO-IT-YOURSELF BRAND THROUGH ELEVATED CAMPAIGNS
CTV CAMPAIGN
‘PROM’ CTV AD
Objective: Position BEHR DYNASTY® Exterior Paint as the #1 exterior paint thanks to its 10-Year Color Fade Protection.
Give your home a picture-perfect update with new BEHR DYNASTY® Exterior Paint. It’s formulated with 10-Year Color Fade Protection*, meaning your home will maintain its luster even under challenging UV sun-exposure. What’s more, our advanced formula keeps your new paint job protected from rain as early as 60-minutes after application. So get out there and get painting.
:15 CUTDOWN
:06 CUTDOWN
ALWAYS ON SOCIAL
COLOR OF THE QUARTER
Objective: Make top BEHR Paint colors into household names through a quarterly paid social campaign.
JUNGLE CAMOUFLAGE
SINGLE FRAME SOCIAL ASSETS
Let your imagination run wild.
Jungle Camouflage is an adventurous neutral that will make any space come alive.
Color pairings we go wild for.
Jungle Camouflage is a lush, versatile green that pairs perfectly with neutral colors and saturated hues.
Welcome to the jungle.
Let your imagination run wild with Jungle Camouflage.
Make your space come alive.
Bring nature’s beauty indoors with Jungle Camouflage.
CAROUSEL SOCIAL ASSETS
Let your imagination run wild with Jungle Camouflage, a versatile gray-green that transforms any room.
This earthy hue creates a relaxed and serene atmosphere by bringing the beauty of nature indoors.
MIDNIGHT BLUE
The magic of midnight.
Meet Midnight Blue, a deep blue-gray that’s so serene, it’s almost surreal.
Color so serene, it’s surreal.
Midnight Blue is a blue-gray that’s so soothing you’ll swear you’re dreaming.
Color as tranquil as the night sky.
Midnight Blue is the hue your home has been dreaming of… 🌌💙
The calm of night any time of day.
Midnight Blue can transform any space into a dreamland. 😌🌌
The night sky is the limit.
Midnight Blue is a hue you’ll be over the moon for. 🌙💙
Dreamy paint pairings.
Midnight Blue is a celestial deep blue-gray that looks stellar with pops of color and earthy hues.
COLOR OF THE MONTH
Objective: Shine the spotlight one BEHR Paint color each month using client-provided imagery and descriptive language.
PRODUCT FOCUS
Objective: Promote BEHR PREMIUM™ Spray Paint and Primer in paid social posts that tout its benefits.
