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 DIY. #prideinthemaking

We launched Rust-Oleum’s new brand on social and gave the brand’s community of DIYers a chance to be the stars.

…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.