Valspar: Award-Winning Print Disruption

Choosing paint is notoriously difficult to get right - usually when you see a shade you like in the real world you’re a long way from a paint shop or a sample swatch.

Valspar had the solution for this, the problem though was telling everyone about it. With the challenge laid down, Fairfax Media came up with an award-winning idea, using Sunday magazine's vibrant spread as Valspar's sample palette. The Valspar ‘Paint Match” concept used the Sunday front cover as inspiration and featured paint matches on the inside cover. Colour swatches then appeared alongside editorial feature photography throughout the magazine.

Awarded Best Feature/Supplement/Native Advertising Environment in the National/Metropolitan category at the PANPA Advertising & Marketing Awards 2016, the Valspar "Paint Match" concept was a hit, delivering results in a creative and sophisticated way.

“FCB collaborated with Fairfax to achieve an execution that would disrupt and earn attention, beyond ‘traditional’ formats. The Sunday magazine integration demonstrated innovation, in line with Valspar’s brand proposition as the ‘future of paint’, and introduced Valspar in a fresh new way using a channel that can be a category battleground. The concept also provided mass brand awareness and built consumer understanding of the colourmatching USP.”
Ellen Yan, Media Manager, FCB Media