Let’s Colour - Flexa | Clapboard Ad Archive

Flexa’s Let’s Colour campaign, conceived by agency Etcetera for the Dutch consumer durables market, brought a smart blend of product demonstration and immersive brand experience to Amsterdam’s Color Run in 2013, leveraging the event’s heady energy to reinforce Flexa’s credentials as the Netherlands’ leading paint brand. Flexa understood that the Color Run’s viscerally joyful palette was the perfect backdrop for its central message, so rather than over-branding the event, the brand opted for a striking guerrilla activation built around a custom-engineered T-shirt—a wearable whose magic was revealed only as paint powder accumulated throughout the 5K race. Runners arrived pristinely dressed in white, but as the run progressed and vibrant clouds coated both bodies and streets, these purpose-built Flexa shirts began to uncover the brand’s unmistakable logo and the platform payoff with each new blast of color. In doing so, the creative team demonstrated a literal and memorable connection between product and environment: the more participants immersed themselves in color, the more confidently Flexa’s identity emerged—a direct embodiment of the brand’s mission to make life brighter and bolder through paint. This approach sits squarely within what Clapboard’s taxonomy defines as FORMAT#1—Demonstration, given its exclusive focus on the tangible reveal of product benefit in real time. The activation’s strength lay in its elegance and directness: rather than telling a theoretical story, it made the brand’s promise unmissably visible, integrating Flexa seamlessly into the celebration without interrupting the fun. The campaign’s presence at such a high-profile, emotion-charged event translated the Let’s Colour mantra from a static message into a live, shared experience, drawing the attention of both participants and spectators while amplifying Flexa’s positioning as both expert and enthusiast in the industrial color space. Clapboard rates this 63/100. By turning the Color Run into a living, moving demo for its brand promise, Flexa demonstrated how even brief ambient interventions grounded in product truth can supercharge awareness and clarify positioning in cluttered experiential arenas.