The campaign, which includes TV, print and point of purchase marketing, espouses the virtues of Nippon Colourshield Plus, a paint containing an anti-UV agent.
The creative brief was to show how Nippon Colourshield Plus protects a house's exterior from the sun. The agency used pool - a popular pastime in Thailand - as a metaphor for the paint's sun-shielding properties.
In the TV spot, red pool balls are used to represent the sun's rays and yellow balls, the paint's pigment.
When the rays strike the pigment of an ordinary paint they cause it to scatter and the colour to fade, explains the commercial - which features Thailand's top pool player Chang Paamoke.
Only when a frame, used to represent the anti-UV ingredient UV Solarex, is placed around the balls are they protected.
"The pool analogy, the first of its kind in the paint category, will help the brand drive awareness and differentiate the product from its competitors," said Dan Zonmani, MD, Far East DDB.
Nippon Colourshield first launched in September 2002, then re-launched in 2004 when the anti-UV agent was introduced. On the back of this campaign, the advertiser hopes to grow sales from 47 million baht (US$1.4 million) to 100 million baht, and share from five to 10 per cent.
Far East DDB won the business in 2006, after a pitch in October involving JWT and Asatsu. Since winning the business, the agency has also been awarded a brief for Nippon Paint's Odourless Premium All-in-one brand and tasked to produce a follow-up campaign to launch work by JWT in 2005.
Nippon Paint spends an estimated 30 million baht on marketing and advertising in Thailand every year.
