Dulux Heritage unveils a new campaign by Ogilvy UK that reimagines the covers of 12 literary classics to create an entirely new way to choose colour. Dulux Heritage Editions are a collection of luxury paint hues that have been paired with 12 iconic novels ranging from War of the Worlds, Dracula and Moby Dick to 1984, Little Women and Frankenstein. Each book’s emotional narrative has been analysed and matched to hues that evoke the same mood and feelings.
Jules Chalkley, chief ECD, Ogilvy UK said, “Our living spaces are constantly in flux, an ever-changing reflection of who we are. But, the way we pick paint hasn’t evolved in decades. We’re stuck in a glossy rut of colour swatches and daft sounding names. But colour holds deep and evocative powers and we wanted to find a new dimension in unleashing the visceral emotion it delivers. By simply equating the feelings and images a classic book paints in our minds to the beautiful colours of the Dulux Heritage range, we were able to tap into something far richer. Using a colour specialist, behavioural science and turbo charging it through illustration, photography and design, we were able to find a dramatic new visual language and creative experience and a whole new means of bringing to life the feeling of colour.”
