MullenLowe Lintas Indonesia releases this tale crafted by real house painters for Nippon Elastex

Nippon Elastex reveals the “Art of Waterproofing,” to upgrade your house painting needs via this MullenLowe Lintas Indonesia campaign highlighting their perspective on the waterproof quality of Nippon Elastex.

 

Nippon Paint Indonesia has taken the lead with the launch of an innovative campaign for its Elastex series. The challenge lies in standing out in the midst of the pouring competition as the rainy season approaches.

Anca Sangadji, the Executive Creative Director at MullenLowe Lintas Indonesia, said: “To truly resonate with painters as the target audience, we need an ad that speaks their language. What better way than to let real house painters take center stage and share their experience?”. Thus, the concept of ‘Cerita Para Tukang’ (Story of The Painters) was born.

The campaign unfolded as a social media competition, inviting house painters to submit their stories of using Nippon Elastex. A painter was selected as the star of the advertisement, a process described by Director Abimael Gandy as “one-of-a-kind and challenging”.

Gandy added: “Imagine having to teach a real house painter how to act with his strengths and weaknesses, considering that he must be nervous in front of the camera. This is what made the ad challenging yet exciting to develop.”

Following the commercial, a thrilling Halloween-themed teaser video was also released. The horror seepage on walls was exaggerated with slowed music to amplify the suspense.

The campaign expands further as it crosses into the digital realm. Nippon Elastex collaborated with celebrities, tasking the star of the advertisement to decorate their house with the revolutionary paint. This multifaceted approach ensures that Nippon Elastex not only captures attention but also leaves an indelible mark in the minds of consumers and painters alike, redefining the narrative of waterproofing with creativity and authenticity.