Video: Coloring the world with Let's Color project
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
Even in the most beautiful cities in the world there are obvious architectural mistakes, for example, in the form of districts with the same type of dull high-rise buildings that cannot be distinguished from each other. A year ago, the paint and varnish company Dulux undertook to rectify the situation by organizing an international project "Let's Color". As part of the project, volunteers travel to different cities, find gray and dreary corners in them and enliven them with fresh and bright colors. "Decorate your world" is the motto of the program, which the project participants follow literally.
This year, the Let's Color team has already visited London, Paris, Rio de Janeiro and Jodhpur, and there are many more destinations around the globe. An important element of the team's activities is the involvement of local residents in the project, who are happy to take paint brushes and cans in their hands and paint their own houses or other faceless buildings and fences. “It is very touching to see how highly people assess what is happening,” the organizers of the project say.
The project, which was originally conceived as a PR company Dulux, very quickly went beyond it, becoming something more than just a publicity stunt. “We really wanted to captivate people with the idea of coloration and color. We really wanted people to understand the impact color has on each of us: it's about spiritual and emotional renewal,”says Fernanda Romano, Creative Marketing Director at Euro RSCG, who was tasked with developing the Let's Color project.
All actions of "Let's Color" are documented using a photo and video camera. According to Fernanda Romano, it is better to show people the essence of the project once than to talk about it endlessly. Of course, the activists from Let's Color cannot reach the whole world, but they believe that their work will definitely inspire people to paint dull cityscapes on their own and "bring bright colors to their own homes."
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