Euro RSCG London, director Adam Berg of Stink and MPC London colorist Mark Gethin have teamed on a global film and TV spot fare for Dulux. A two-minute version has launched online, initiating the “Let’s Colour Project, which is a global activation idea centred on a series of painting events that happened over the last four months in the UK (Virginia Primary School, Tower Hamlets, London), France (Aulnay sous Bois, Paris ), Brazil (Lapa, Rio de Janeiro) and India (Chandpole Chowki, Jodhpur). Each community was engaged to transfer dull and gray spaces into more interesting surroundings via Dulux color paints. The painting events were filmed, leading to the global film and TV execution. Further events are scheduled to take place around the world in the near future as part of Dulux’s ambition to “add color to people’s lives.”
Fernanda Romano, global creative director, experiential and digital for Euro RSCG, said ‘We wanted to bring the Dulux vision to life with an idea that was real, that engaged people and that could generate content that works powerfully across all channels, including social media. The film is a celebration of this movement.’
Euro RSCG London not only documented the events for TV executions, but also for documentaries (helmed by Andrew Lang, multi award winning director of Sons of Cuba); a “making of” film; blog (www.letscolourproject.com/blog); website (www.letscolourproject.com), social media on Twitter (@lets_colour and hashtag #letscolour) and social networking sites including Facebook and Orkut.
Editor was Paul Hardcastle of Trim, London.
PEPSICO LOOKS TO INCUBATE IDEAS PepsiCo has launched an innovation incubator program called PepsiCo10, an open call for promising start-ups in media, communications and technology. In this initiative, PepsiCo will select up to 10 aspiring entrepreneurial groups, match them with industry mentors, and join with them to activate pilot programs with PepsiCo brands. Entrepreneurs can find out more information about the PepsiCo10 and apply online now through June 24, 2010: www.pepsico10.com.
PepsiCo is partnering on the program with global venture capital firm Highland Capital Partners and social media publication Mashable, and is connecting selected entrepreneurs with other business partners, including OMD Ignition Factory, TracyLocke, and Weber Shandwick.
Entrepreneurs are asked to focus PepsiCo10 submissions on one of four innovation segments: social media, mobile marketing, place-based and retail experiential marketing, or digital video or gaming. Proposals will also be evaluated on their ability to impact brands and/or further PepsiCo’s corporate Performance with Purpose priorities, which include health and wellness, environmental sustainability, and talent development.
PEOPLE IN THE NEWS
Blue Room NYC has added senior editor Greg Kiernan. A post industry vet with extensive experience in both the commercial and broadcast arenas, Kiernan comes to Blue Room from Bond, N.Y., where, for the last 10 years, he was senior/supervising editor….N.Y.-based audio facility Nutmeg Post has brought aboard engineers Roger Licari, Frank Cabanach and James von Beulow. Cabanach’s clients span Animal Planet, Discovery Life, Sony Music, CBS, HBO and ESPN. Licari has worked with the likes of VH1, Comedy Central, Spike TV, A&E, and USA Network. Von Beulow’s TV/radio campaign clientele include Volvo, Pella Windows, and Miller Beer….
