MADE FOR EVERY MOMENT
Already well-established within the professional artist community, Winsor & Newton needed help broadening the appeal of their watercolour range to hobbyists and students, while also pushing their content in a more emotive, relatable direction.
Regardless of the perception that they’re mainly a fine art medium, watercolours are very accessible, and are often one of the first art materials people experiment with.
So, we decided to position Winsor & Newton Watercolours as a medium that is Made For Every Moment. From when a new artist feels inspired to put brush to paper for the first time, to when an experienced artist uses a new technique to push their work to the next level, and every moment in between.
The campaign was driven by a series of long-form features with popular watercolour artists called ‘The Moment When’ and supported across digital, social, eCRM and web.