Watch the campaign conceptualised by Memac Ogilvy & Mather here.
The film, which went live on 29 January, captures the first in a series of ‘colour experiments’ by the brand, and is part of a campaign which started a year ago with billboards and print ads explaining the concept ‘Colours are affecting your mood’.
The ‘experiment’ in KSA features kids in a kindergarden class playing without teachers. On day one, the room is painted red, while the next day it is turned blue. The video demonstrates how their behaviour changes with the change in colour.
“The results were amazing and unexpected. Children’s behaviour varied enormously, indicating that they were more energetic and vibrant with one colour, while more open and cooperative with the other colour,” informed a note on the campaign.
The video was promoted through social media, digital and PR, enabling 100k views in five days. An activation for applicators explaining the effects of colours was also part of the campaign.
The brand is also mulling sponsorship of scientific research in GCC universities to explore effects of colours on human behaviour.
Client: Hempel Paints
Agency: Memac Ogilvy & Mather
Chief creative officer: Paul Shearer
Executive creative director: Attila Nyeki
Regional brand manager / HEMPEL: Mohamad Baitie
ACD: Mahmoud Eissa
Art director: Georges Serhan
Senior copywriter: Mohammad AlMohaisen
Managing director: Shafik Droubi
PR account manager: Rasha Fallah
Account manager: Rami Rihani