Katy Perry and Spotify help you match Behr paint colors to music
Campaign via TBWA/Chiat/Day L.A. promotes the star's own palette
Editor's Pick
Behr Paint is helping people to match paint colors for their homes to their taste in music, via a partnership with Spotify and Katy Perry.
The campaign, by TBWA/Chiat/Day L.A., revolves around a website featuring a color selector tool that helps people discover personalized paint color recommendations through their favorite songs across Spotify’s music library. It works by identifying key characteristics in a song, based on tempo, key and other musical attributes, to create a unique experience for each song and user.
People can then choose from an array of paint colors from a special color palette co-developed with Katy Perry. The idea is said to be base on the way Perry experiences color. "When I write a song, I almost always have a simultaneous sense of the accompanying visual—whether that’s a strong music video idea or just a color palette vibe," she said in a statement.
To promote the tool, Perry stars in a film directed by Emil Nava, matching some of her hits to different hues from her palette. She sings excerpts from “Never Really Over,” dressed in a shade of yellow called “Laser Lemon,” “Waking Up in Vegas” in bright red “Flirt Alert” and “Teenage Dream” in blue “Sea of Tranquility.
The wider campaign extends across social through augmented reality experiences on Instagram, Tik Tok and Snapchat.
“We wanted to create a completely new way for people to experience color selection by drawing on the inherent connection between music, color, and creativity,” said Jodi Allen, global chief marketing officer at Behr Paint Company in a statement. “By combining Katy Perry’s intrinsically colorful music and personality with Spotify’s data-driven technology, the experience unleashes an entirely new way of approaching the color selection process by using music as the guide to make DIYers‘ inspiration a reality.”
Perry's music also appeared in another recent campaign, but one with a darker twist—the latest Sandy Hook Promise spot from BBDO New York.
Credits
- Date
- Sep 24, 2021
- Client :
- Behr
- Agency :
- TBWA/Chiat/Day-Los Angeles
- Global Chief Marketing Officer :
- Jodi Allen
- VP Marketing :
- Andy Lopez
- Sr. Marketing Director :
- Sharin Bartz
- Senior Marketing Manager :
- Chanda Chhoeng
- Marketing Specialist :
- Emily Felix
- Chief Creative Officer :
- Renato Fernandez
- Group Creative Director :
- Jason Karley
- Head of Art & Design :
- Bruno Regalo
- Creative Director :
- Jeff O’Keefe
- Creative Director JJ Lim Creative Director :
- Bert Marissen
- Senior Copywriter :
- Mari McMurray
- Senior Art Director :
- Mack Gire
- Senior Producer :
- Alicia Portner
- Digital Producer :
- Nat Wilkes
- Director of Content Production :
- Guia Iacomin
- Business Lead :
- Shannon Franqui
- Business Director :
- Luz Caceres
- Account Executive :
- Zach Cross
- Strategy Director :
- Joanna Kennedy
- Senior Strategist :
- Michelle Pinkley
- Director of Business Affairs :
- Robin Rossi
- Senior Business Affairs Manager :
- Tempest Gaston Johnson
- Senior Traffic Operations Manager :
- Gus Mejia
- Media :
- Universal McCann
- PR :
- Allison+Partners
- Production :
- Made In Katana
- Creative Technologist :
- Zach Winter
- Production Company :
- AMMOLITE
- Director :
- Emil Nava
- HOP/Executive Producer :
- Kirsten Arongino
- Line Producer :
- Seth Levin
- Production Supervisor :
- Matt Zaal
- DP :
- Ross Richardson
- Editor :
- Alex Russek
- VFX and Motion Design :
- Native Foreign
- Creative Director :
- Nik Kleverov
- Executive Producer :
- Rebecca Hamm
- CG Lead :
- Christian Brown
- VFX Supervisor :
- Morgan Locke
- Compositing Lead :
- Jamez Gillman
- Designer :
- Michael McConnell
- Mix :
- Lime Studios
- Mixer :
- Joel Waters
- Assistant :
- Collin Thomas
- Licensed Music Track Info :
- Never Really Over
- Composed by :
- Gino Barletta
- Composed by :
- Michelle Elaine Buzz
- Composed by :
- Jason Gill
- Composed by :
- Leah Haywood
- Composed by :
- Danny Haywood
- Composed by :
- Katy Perry
- Composed by :
- Dagny Norvoll Sandvik
- Composed by :
- Hayley Marie Warner
- Composed by :
- Anton Zaslavski
- Record Label :
- Capitol Records
- Licensed Music Track Info :
- Waking Up in Vegas
- Composed by :
- Desmond Child
- Composed by :
- Andreas Michael Carlsson
- Composed by :
- Katy Perry
- Record Label :
- Capitol Records
- Licensed Music Track Info :
- Teenage Dream
- Composed by :
- Lukasz Gottwald
- Composed by :
- Benjamin Levin
- Composed by :
- Max Martin
- Composed by :
- Bonnie McKee
- Composed by :
- Katy Perry
- Record Label :
- Capitol Records
Need a credit fix? Contact the Creativity Editors