“…context is everything…In order to survive, traditional brands need to evolve in a way that uses digital communications in the right context… hardware superstore Reno-Depot created Sky swatches…To showcase the range of paint products Reno-Depot chose the sky as the medium.  New technology was then developed by Sid Lee Studio that could precisely match the changing hues of the horizon with signature shades from Reno-Depot’s paint catalogue and an ever changing colour palette.  Not only did this open a dialogue with the brand, but the wow factor had people from around the world talking.”

Philippe Meunier, Chief Creative Officer, Senior Partner and Co-founder at Sid Lee, quoted in Open3, a book published by the Outdoor Media Association of Australia, Out of Home Marketing Association of Canada, Outdoor Advertising Association of America, Outsmart UK and the Federation European Publicite Exterieur. You can read the entire Open3 book online at this link.

Here’s a 46 second video on how the Sid Lee/Reno Depot paint campaign worked.

OAAA has some copies of Open3 available for free plus shipping.  Contact Nancy Fletcher (Nfletcher@oaaa.org) if you’re interested.

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