Challenge:
Sherwin-Williams wanted to build excitement for new Emerald Exterior Paint. How could the brand deliver a splashy launch for the new coating while reinforcing messages of beauty and durability.
Idea:
With the Hollywood Sign preparing for its 90th birthday, Sherwin-Williams joined on to give the iconic landmark an eight-week makeover — the most extensive refurbishing effort in nearly 35 years.
Results:
The effort shattered all earned media goals, generating 4 billion impressions around the globe. More than 65,000 YouTube views were garnered for a time-lapse video in just two weeks. Top placements featuring both Sherwin-Williams and Emerald Paint included “NBC Nightly News” with Brian Williams (which featured the video and b-roll), World News Now, Access Hollywood Live, Associated Press, National Public Radio, Los Angeles Times, Hemispheres in-flight magazine, Yahoo! News and Univision.