Dulux Celebrates New Zealand’s Natural Beauty in New DOOH Campaign via MBM, LUMO + Pitchblack

Dulux NZ, in collaboration with MBM, Pitchblack, and LUMO, has launched a groundbreaking digital out-of-home (DOOH) campaign titled Dulux Colours of New Zealand LIVE. This innovative campaign captures the essence of New Zealand’s natural beauty, bringing the colours of its skies and landscapes to life in real-time.

A Dynamic Digital Experience

Utilizing advanced technology, this campaign features five key LUMO billboards across the country, equipped with cameras that capture live footage of the sky and surrounding scenery behind each screen. The footage is displayed on the billboards, creating a transparent effect that allows viewers to see the ever-changing skyline as it shifts throughout the day into night. This stunning integration of physical and digital elements makes the billboards feel as though they are a seamless part of the environment.

Real-Time Colour Inspiration

What sets Dulux Colours of New Zealand LIVE apart is its dynamic nature. Over the live feed, Dulux paint swatches are displayed, automatically updating every 2 minutes to reflect the real-time colours in the background. As the sky changes throughout the day, the colours on the billboards shift to match the scene, offering audiences an immersive, real-time experience of New Zealand’s landscapes.

Shontelle Crosswell, Dulux NZ Head of Marketing, emphasizes that the campaign aims to celebrate the country's natural beauty while inspiring homeowners to embark on their painting projects: “Nature is one of the best sources of inspiration for colours, and these billboards bring that idea to life in a fresh and innovative way.”

Simplifying the Colour Selection Process

With an abundance of colour choices available, selecting the right one can often feel overwhelming. Dulux’s campaign, along with their new Find Your Dream Exterior Colour Scheme project guide, aims to simplify the process by showcasing complementary colour combinations inspired by New Zealand’s breathtaking local landscapes.

A Celebration of Aotearoa’s Ever-Changing Landscape

Thanks to LUMO’s state-of-the-art technology and development partner Latch, the campaign offers a fresh, dynamic view of New Zealand’s natural beauty while reinforcing Dulux’s expertise in colour. It’s more than just a colour showcase; Dulux Colours of New Zealand LIVE celebrates the country’s constantly changing landscapes. From the deep blues of a crisp morning to the fiery hues of sunset and the soft greys of an overcast afternoon, the campaign highlights the beauty found in everyday moments.

An Innovative Collaboration

Kaitlin Mitchell, Business Director at MBM, notes that Dulux Colours of New Zealand LIVE represents a fusion of a traditional media channel with cutting-edge data and technology. “It’s an exciting time for the industry as we find new and novel ways to bring innovative formats to life,” she says. “This latest work with Dulux highlights the first in-market opportunities in this space.”

The Dulux Colours of New Zealand LIVE campaign is a result of the collaboration between media agency MBM, creative agency Pitchblack, and tech partner Latch, showcasing how innovation and creativity can beautifully intertwine in the world of outdoor advertising.

This market-leading campaign not only brings New Zealand’s natural beauty into the spotlight but also invites audiences to connect with the environment in a way never seen before.

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