AkzoNobel wants to increase its brand awareness as a paint company. Competing in the Volvo Ocean Race offers the multinational ample opportunities to embody values such as sustainability, innovative strength and a contribution to an inspiring, colourful world.

Practice what you preach

Practice what you preach

Now it’s crucial to be as relevant as possible whenever the sponsor has the chance to showcase himself. So we came up with the impossible idea of taking an iconic (and dilapidated) building on the very spot where the world's biggest sailing race will end in 2018 in Scheveningen and colouring it. We painted the pillars of the Scheveningen Pier in AkzoNobel's colour palette, literally bringing the promise of the multinational to life.

50 colored pillars formed an impressive backdrop at the international press conference, held to make the announcement that had been kept under close wraps until then. Delivering the ultimate press photo.

50 colored pillars formed an impressive backdrop at the international press conference, held to make the announcement that had been kept under close wraps until then. Delivering the ultimate press photo.

Two days after the press announcement of #teamAkzoNobel, a media reach of more than 100 million people in 19 countries had already been achieved. The colourful pier is now a permanent setting for photo shoots and video clips.