Turning paint into proof

Challenge

How could Wattyl stand out against its competitors who all show the same paint ad cliches of messy dogs, terror kids and clumsy DIYers?

Idea

Rather than showing paint in our consumers' hands, we took viewers behind the scenes and inside the official ‘Wattyl Test Lab’ to demonstrate the extreme lengths taken when testing it.

How it worked

• Launched the new platform “Don’t worry, it’s Wattyl” - a confident, authentically Aussie line that reinvigorated trust in the brand.

• Developed a creative campaign that played up Wattyl’s strengths by showing scientists putting the paint through its paces in comedic hyperbolic situations.

• Created a hero 45-second TVC that aired at prime-time during ‘The Block’, along with three 15‑second digital films that highlighted product features and benefits, tailored for online and social.

• Amplified the campaign through social, digital, outdoor, POS and a clever promotion where Aussie’s could win a Watty prize pack.

Craft and Outcome

• The hero TVC was captured almost entirely in a single shot, with meticulously choreographed actor cues and in‑camera effects.

• The project laid down a new, ownable brand platform and visual aesthetic for Wattyl that ran cleanly from TV to POS, replacing clichés with a confident, test‑driven personality that felt distinctly and proudly Australian.