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Project name

Paint On Australia

Client name

Haymes Paint


Print / Digital



The Challenge

The first challenge was an all encompassing client brief, looking for the “glue” that would “ tie together” all of Haymes Paint’s audiences, products and channels. This resulted in our development of  the “Haymes Mindset”.

The second challenge was to create a campaign to bring this “mindset” to life.

The Strategy

The strategy behind “Paint on Australia” was to recognise the uniqueness of Haymes as the only major paint brand that’s actually Australian made and owned yet avoid the cliches and link this to a completely fresh, diverse and modern view of what it means to be “Australian”

Our creative uses humour springing from the quirkiness of the brand with comedian, producer and author Nazeem Hussain in “unpaintlike” settings to put our messaging over in our own style.

The Work

A comprehensive media plan which included a launch during the 2021 Winter Olympics on catch-up TV backed by digital placements, page takeovers, social media, instore screens across the entire Haymes paint shop network and supported by point of sale.

lift in positive reaction to Haymes Paint
increase in intentions to explore Haymes products
said they would visit a Haymes Paint Shop