Valspar paint is following in the footsteps of brands like Dove and Always to help change lives for the better. How so? With the gift of color.
The brand and agency FCB Chicago are enabling those who suffer from colorblindness to see color for the first time with the help of EnChroma, a company that has developed specs that allow colorblind people to finally see the spectrum.
The moving "Color for All" film here captures people seeing color for the first time, courtesy of Valspar and EnChroma. It was directed by John X. Carey, the man behind Dove's "Real Beauty Sketches."
"Valspar stands for color," said FCB Chicago CCO Todd Tilford. "We were tasked with finding a unique way for everyone to appreciate color to its fullest."
"Nearly 300 million people in the world are colorblind," he said. "At first, an idea of starting with the colorblind seemed impossible. Colorblindness is a physical condition without a cure. Our biggest challenge was to keep searching and believing we could find a solution. We found out that EnChroma was developing glasses that allow colorblind people to see color for the first time. So we just contacted them and started working together."
While to some, it might seem silly for a paint brand to go about "changing the world," but "Valspar stands for something more than paint," said Mr. Tilford. "It stands for making a change for the better."
The campaign not only includes this film, but a social push, #colorforall, which encourages those with colorblindness to submit their own stories. Some of those who participate will receive EnChroma glasses from Valspar.
To carry out the idea on a broader scale, Valspar will be providing EnChroma glasses to visitors at The Museum of Contemporary Art in Chicago to enable them to experience the artwork to its fullest. "Eventually, we'd like to take the glasses to more museums and to stores that carry Valspar paint so that colorblind customers can experience and truly appreciate color," Mr. Tilford said.