Premier Paint - "Manhole Messages"

Leo Burnett Toronto

Leo Burnett Toronto Toronto, Canada

1011

Title	Manhole Messages
Agency	Leo Burnett Toronto
Campaign	Manhole Messages
Advertiser	Canadian Tire
Brand	Premier Paint
Posted	November 2022
Business Sector	Paints, Wood Protectors, Paint Brushes, Adhesives
Story	Traditional paint cans get beat up and rusted out after just one use. Premier Paint’s TruSnap cans don’t. But how do you convince Canadians, who normally buy paint based on the colour, that the can they pick can make all the difference?We found something just as rusty, crusty, and hard to open as traditional paint cans and turned it into advertising media. Using manhole covers outside 47 paint stores across the country, we intercepted people to let them know there's an easier way.Sales rose 11.3% year-over-year, making Premier Paint one of Canadian Tire’s most successful brands and giving Canadians a whole new way to paint without the pain.
Media Type	Case Study
Chief Creative Officer	Lisa Greenberg
Chief Creative Officer	Steve Persico
Chief Strategy Officer	Tahir Ahmad
Group Creative Director	Sam Cerullo
Art Director	Tyler Mckissick
Copywriter	Coleman Mallery
Vice President (VP)	Melanie Palmer
Executive Production Director	Melanie Palmer
Vice President (VP)	Emma Du Boisson
Executive Production Director	Emma Du Boisson
Integrated Producer	Kaitlyn Balmer
Vice President (VP)	Shauna Paolucci
Group Account Director	Shauna Paolucci
Account Director	Dorian Burns-Coyne
Account Supervisor	Ashleigh Mulholland
Account Supervisor	Devon Toole
Strategist	Gillian Cameron