Alcro is one of Sweden’s most trusted and well-known brands, with a long-standing reputation for high-quality paints. Historically, Alcro’s communication focused on the importance of choosing the right paint. But in an increasingly crowded market they needed to establish new credentials—not just as leaders in paint quality, but also as experts in colour.

The sky is the ultimate ever-expanding colour palette. In Sweden, people share a deep connection to the sky—shaped by the rhythms of the country’s dramatic seasons and long, dark winters. So Alcro made it possible to bring this love of the sky’s colours from the outside, to inside their own homes.

Phone cameras can struggle to capture subtle shifts in light and tone so we transformed traditional billboards into dynamic, living colour charts, by installing custom built cameras that allowed us to accurately capture the exact colour of the sky in real-time. The data was instantly translated into NCS codes and displayed on the billboards, creating a unique and expansive range of paint hues, ready for customers to pick and buy.

The campaign led to the discovery of over 12,000 new hues, drove a 600% surge in website traffic, boosted engagement by 746%, and resulted in the sale of more than 500,000 litres of paint.