Any Colour Ads
Proving a USP by turning every media placement into a product demonstration.
The Thinking: Taubmans' new technology, Coloursmith, could create custom paint shades from any real-world colour. Incredible! So rather than just describe the technology, we demonstrated it, using deep technical integration with the News Corp network to match every one of our ads to the colour of the content alongside it.
My Role: Creative Leadership, Concept Development, Copywriting & Messaging, Art Direction
An Ad That Was Also a Demonstration
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Dynamic Creative at Scale
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An Ad That Was Also a Demonstration — Dynamic Creative at Scale —
We launched Any Colour Ads with a suite of high-impact creative across the News Corp network — each one colour-matched to the content it accompanied. A blue-heavy Australian Open article? Blue ad. A yellow-heavy Wallabies article? Yellow ad. The result was a product demonstration that required no explanation: if you saw the ad, you understood exactly what Coloursmith can do.
Social executions extended our campaign’s logic to platform identity — each ad adopting the brand colour of the social network it lived on.
As before, this was a quick, clear, and relevant demonstration of what Coloursmith can do.
Finally, standard display units extended the campaign's reach without diluting its intelligence.
