Deutsch did some fun out-of-home work recently for Purdy—the Sherwin-Williams professional painting supplies brand—showing the versatility and accuracy of its paintbrushes in action.
The really eye-catching execution advertises Purdy's XL brushes, which can paint on practically any surface. To communicate this, the agency used XLs to paint over a billboard-size section of an ordinary New York City street—covering materials including brick, glass, wood, metal and plastic.
Among the objects that got a coating of bright yellow: a trash can, a newspaper stand, a bicycle, delicate flowers and even a pigeon. (Yes, it's fake. Don't go torturing actual NYC pigeons with your Purdy brushes.) And while this execution is visually reminiscent of OBI's famous German work from 2014, the message is different.
A second execution—which went up in Cleveland, where Sherwin-Williams is based—advertises Purdy's Clearcut series of brushes, which offer extreme precision. To demonstrate that level of intricacy, Deutsch used the Clearcut to paint the brand's message in between the bricks on a wall.
Great job on both ads.
CREDITS
Client: The Sherwin-Williams Co.
Brand: Purdy
Contact: Ian Gresham
Senior Vice President of Marketing, Diversified Brands
Agency: Deutsch
Executive Creative Director: Menno Kluin
Creative Directors: Sam Shepherd, Frank Cartagena
Project Manager: Marea Grossman
Art Director: Ilana Wolstein
Art Director Intern: Sudarshan Waghmare
Copywriter: Fanny Josefsson
Copywriter Intern: Joy Chakravorty
Associate Design Director: Brian Gartside
Director of Print & Art Production: Sarah Manna
Designer: Belen La Rivera
Producer: Heather Black
Set Design: Latisha Duarte
Retoucher: Brian French
Editor: Aaron Schillinger
Shoot Location: Brooklyn, NY & Cleveland, OH
Additional Credits:
Group Account Director: Tyler Helms
Account Director: Lisa Chad
Account Supervisor: Mark Donohue
