Rust-Oleum Brand Campaign

In a category full of spray paint brands talking about projects and products, we repositioned Rust-Oleum as a champion of something more meaningful—the pride you feel when you Do It Yourself. #prideinthemaking

We launched Rust-Oleum’s new brand on social media, where millennials search for online DIY inspiration.

Instead of casting professional actors and shooting something ourselves, we decided to give the brand’s community of everyday DIYers a chance to be the star of the show. So we put out the call on social…

…and got videos from people all over—that we cut into an anthem video to launch the new brand platform.

Here’s Pride in the Making:

On Instagram, we designed a tile takeover to launch the video in order to make it impossible to pass up.

We also completely revamped Rust-Oleum’s social presence on Instagram, taking the brand away from the category norm of project and product shots and incorporating more design, prideful smiles, and community engagement.

The result: a 50% increase in followers for the brand.