Simple Always Wins: The Story Behind 'Speaking in Color'

Wunderman Thompson's EJ McNulty on the art and science of the Cannes-winning campaign that transformed the Sherwin-Williams brand

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I remember staring at the 17-foot screen thinking, “It’s so beautiful, so mesmerizing—damn, we might be on to something.”

A year earlier, our client, Sherwin-Williams Coil & Extrusion, had tasked us with creating a campaign and platform for the architectural market. Its coatings cover all manner of metal architectural elements, from aluminum cladding around windows to full sweeps of colored panels, giving form and personality to function.

At the time, Sherwin-Williams’ brand was better known for interior paint, not a go-to architectural solution.



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