Sico begins Liquid Inspiration campaign
By Adnews Staff
Paint company Sico of Longueuil, PQ has begun a new television campaign called "Liquid Inspiration." The creative makes use of footage from a short film by Simon Goulet called OÏO, which was sponsored by Sico. The film consists of 33,000 digitized images of paint splashing in slow motion. Shooting the film used 540 litres of paint in 56 colours. Sico's new campaign was produced by Amoniak Films for Saint-Jacques Vallée Young & Rubicam, the company's agency of record. The images of paint are set to two versions of the brand's theme song, "Tico Tico." "Our goal for 2005 was to come up with a campaign that would arouse the senses and give people goose bumps," said Dominique Pépin, senior brand manager for Sico. "Our message expresses our leadership position in the industry and reinforces Sico's 'Liquid Inspiration' tag line."