BeautiTone Watch

‘Like watching paint dry’ is a phrase used to describe the most dull thing you can imagine. But paint is colour, and colour has the power to ignite emotions that are anything but boring.

So Home Hardware, Canada’s largest independent hardware retailer, turned this age-old idiom on it’s head to tell the story of their private label paint, BeautiTone. Through this campaign, the brand showcased that watching paint dry can actually be a profound experience.

Press: Campaign