A group dressed head-to-toe in white bodysuits were sent on a commute around the capital. The group took part in a photoshoot as they travelled on the tube and flagged down buses.
The stunt was designed to show how the UK is "sleepwalking into a colourless future", with a fifth of Brits not confident enough to use colour in any aspect of their daily lives. Dulux aimed to demonstrate how a future without colour would be lacking in emotion and expression.
The event will align with the brand’s new advert that has been created by BBH and set to be released later this week. It also complements research entitled the Colourless Future Consensus, which demonstrates how colour has been seeping out of British lives since the 1990s.
Marianne Shillingford, Dulux's creative director, said: "If we could turn up the colour dial in every aspect of our lives, the sense of liberation would feel like a revolution. At Dulux, we believe that colour has an emotional and transformative impact on people's lives and we don't want to lose that."
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