IdeaPaint “Spider Web”

Mullen’s “Expand your canvas” effort for IdeaPaint transforms what could easily have been a dry b-to-b pitch into something a bit more special. According to its Web site, the company sells “a single-coat roller-applied paint that transforms any smooth surface into a high performance dry-erase writing surface. IdeaPaint is perfect for the conference room, creative spaces, classrooms, home office.” That’s nowhere near the proverbial 1,000 words, but it’s still a mouthful. Mullen’s use of pictures to illustrate product concepts is both aesthetically appealing and strategically smart. Moreover, the drawings visually fuse art and commerce — note the business phone trapped by the spider’s web, its delicate filaments trailing off to a sales chart nearby — without straining the metaphor. The traditional whiteboard is only large enough for the chart; customers seeking deeper ideas and insights need IdeaPaint. Besides, who wouldn’t want to draw on their workplace walls and not get tossed from the daily meeting? –David Gianatasio

SEE MORE OF THE CAMPAIGN HERE.