“Real Is How We Roll” with Glidden

Chicago, IL — May 23, 2017

Screen Shot 2017-05-23 at 1.20.38 PMNew brand campaign calls “BS” on the paint category

–DigitasLBi Chicago, Glidden’s AOR since August 2016, created the digital-first campaign with the approach of data + strategy + creative + tech to create the “Real Is How We Roll” brand campaign that features real, humorous moments in the painting process.

–The pressure around finding the “perfect” color for you is real and ignores the process of painting – showing only the finished product. DigitasLBi tapped into the data gleaned from focus groups and found that real imagery and real talk resonated with people who know what painting actually looks like.

–“Real Is How We Roll” calls BS on the paint category, the overpromises, and the myth that a high price equals a better paint. The campaign lowers the stakes around painting by acknowledging reality: it’s not always going to be easy, but it will feel good when you’re done. After all, it’s just paint.

–The campaign includes online video, OLA, social, digital audio and content partnerships aimed at increasing awareness of Glidden as a brand that spreads the truth and lowers the stakes around paint and painting.

This is Painting

Washability to the Rescue

Paint Goes on Smoothly

“Real Is How We Roll” Campaign Credits:

Chief Creative Officer: Ronald Ng

Executive Creative Director: Morgan Carroll

SVP/Creative Director: Lewis McVey

Assoc. Creative Directors: Amy Stanec, Miguel Barron

Art Directors: Dan Crosgrove, Houawah Xiong

Copywriters: Michael Epstein, Hannah Levitan 

Producer: Anna Prebulda

Creative Strategy:

VP Director: Doug Malcolm

Sr. Strategist: Sarah Bieber

Social Strategy:

Assoc. Director: Justin Hancock

Associate: Sara Nettesheim

Account Executives:

SVP: Kate Christiansen

Account Manager: Andrew Burke

Account Executive: Kendall Stemper

Project Managers:

Director: Lindsay Woods

Sr. Assoc.: Bridget Joyce

Photographer/Designer: Doug Chamberlain

Production Company: Sanctuary

Director: Mike Andrews

Director of Photography: Doug Chamberlain

Executive producer: Preston Lee

Line Producer: Michelle Tocash Hughes

Editing House: White House Post

Editor: Meg Kubicka

Producer: Dawn Guzowski

Music Supervision: Chloe Raynes- BuzzChip