Paint Loves Primer

Millennials aren’t kids anymore. The oldest subset of millennials, “Xennials,” is now the largest segment of first-time homeowners in the country. This piece of creative for the Paint Loves Primer campaign was designed to appeal to an audience who have become experts at ignoring content that does not surprise, delight, or entertain.
The main goal is to create general awareness about priming as a fundamental part of painting and locking those two ideas together in people’s minds in a way they can relate to. Reflecting their life stages back to them in an unexpected way.
In addition, the Paint Loves Primer launch video ran on YouTube, Hulu, and ESPN, there were also accompanying Social Media Posts (paid and organic) and Digital Banners all directing users to the Paint Love Primer landing page where could find How-To videos that direct the correct way to use primer with paint in a wide variety of use cases.