Crown Paints: Breatheasy - a lean towards the unconventional

This paper demonstrates how Crown Paints defied advertising convention and used a creative idea based on a potential product negative. Despite an ongoing fight with Dulux, the campaign delivered significant sales growth of £28.2m - way in excess of the £7.2m investment. Above all though, this case shows that advertisers no longer need to compromise. They don't need to choose between rational or emotional objectives to be successful. This paper uncovers a third option. It's called a 'Lean towards the unconventional'