Rust-O Acrylic Spray Paint
Ask: Announce the release of Rust-Oleum’s new acrylic spray paint (Rust-O) in a way that earns back the trust of street artists after the brand’s 18-year absence from their subculture.
Insight: When targeting underground cultures, there’s no pussyfooting around your messaging. You’re either with this audience or you’re against them.
Solution: Fully embrace the subculture you’re targeting and position this return as an opportunity for the brand to make amends and do things right the second time around.
Manifesto
In the fall of 2007, Rust-Oleum killed the medium that defined an art form. With new restrictive male valves, watery paint consistency, and wallet-thinning prices, they castrated their once iconic spray cans and went from every street artist's go-to paint to the antithesis of their subculture. Upon this untimely return, Rust-Oleum owes the streets an apology. And a big one at that.
Out Of Home/Sponsorship Contest
Any opportunity to promote the Rust-O brand is an equal opportunity to promote the artists that define it. For the month of its release, Rust-O’s sponsored artists will be determined not by following or connections, but by who can vandalize their advertisements best.
Experiential
Words can’t justify an overdue apology. Let alone one that’s 18 years overdue. That’s why Rust-O skipped the corporate jargon and painted the biggest apology ever—literally. With the artistic contributions of 13,285 attendees of America’s largest mural festival (Paint Louis), Rust-O is meeting street artists where they are to say “Sorry” in record-breaking fashion and give them the first taste of their refreshed paint.
