Berger Paints, never heard of it? Well, it’s an Australian paint company that’s been around for over 100 years. Even was the first paint on the Sydney Harbour Bridge.

Over those 100 years though painting has changed, from lead to acrylic, brushes made of horse hair to synthetic. What hasn’t changed though? The painter and the care that after a hard day’s work, they can turn away from that wall, fence, or ceiling knowing that won’t need a touch-up for a generation. And funnily enough, this was Berger’s first brand platform in just that time.

We conducted market, company and audience research but it was a small throwaway sentence by a professional painter of over 45 years, who said “Yeh, that Berger’s my little secret to get a job done.”

That was the unlock we needed. Don’t get advertisers to write ads, get the painters who use the product daily to support their businesses to tell us about their secrets of the trade.

But selling a black-and-white execution to a paint company, well that wasn’t as easy.