This online campaign won a PRCA award for excellence in 2010 and helped to reverse the fortunes of the Sandtex masonry paint brand. Driven entirely through pr and social media, the successful campaign entered its third year in 2011.
Capitalising on an Irish obsession with weather and superstition, the campaign harnessed the fair-weather power of the Child of Prague and infused the brand with a personality that appealed to consumers. This award winning campaign saw sales of the product double during one of the wettest summers on record, and ensured listings for the product in the all important DIY multiples.