Campaign details

Brand: Jotun Fenomastic Wonderwall
Brand owner: Jotun
Lead agency: Wunderman Dubai
Country: Middle East & North Africa
Industries: Home improvement
Media channels: Online video, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

The interior paints market in the Middle East had been in decline for more than five years. Jotun, the market-leading interior paints brand, depended on innovations to keep growing. Fenomastic Wonderwall is the brand's newest premium innovation, but how do you convince consumers of new product benefits when the only thing they care about is selecting a colour?

This is a campaign that brought meaning to function. It started by understanding what functional benefit would make more sense for consumers – and the answer was 'washability'. Our audience had kids. In the most creative age group, kids have a limitless imagination. This makes them the #1 enemies of paint. On the other hand, parents tend to restrict that imagination and make most of the decisions about the little ones' lives.