As the premium paintbrush brand, Harris needed to convince people who were buying cheap brushes to ask for a Harris paintbrush instead. Our challenge was two-fold, increase value perception and market penetration. We needed to show decorators across the country that it was actually inferior brushes that were to blame for DIY tears.
Meet the DIY disasters gang... And the paintbrushes that do the job properly. The #BlameTheBrush campaign's distinctive animation style and characters cut through with a clear message - there are nasty consequences to buying cheap.
The results: 71% brand uplift and 35% increase in purchase intent for those who were exposed to the campaign.
Social and Programmatic 15 second edit:
Our clients really loved the personalities of the characters we created and briefed us to produce an in-house film to introduce the characters to their staff:
