Choosing a Color is as Easy as Pressing Play.
Behr wanted to give DIY-shy millennials a new, meaningful way to connect to paint color. So we tapped into one of their core passions – music – and teamed up with Katy Perry to do something unpredented: give every song on Spotify a color. All 70 million of them. Now you can paint your walls the color of your favorite song. (For the record, “TNT” by AC/DC is a deep orange called Bonfire Night). The public response was incredible. The work won 4 Music Clios – one gold and three silvers – and 6 shortlists at the One Show.
Inspired by the way singer-songwriter Katy Perry experiences music and its connection to color, Music in Color by BEHR Paint is an all-new color selector tool helping people discover personalized paint color recommendations through their favorite songs across the entire Spotify music library. Combining Spotify’s streaming intelligence and the freshly bold array of paint colors from Katy Perry’s exclusive color palette by BEHR, users can unleash an entirely new way of approaching the color selection process by using music as the guide to make DIYers' inspiration a reality. The campaign is accompanied by the new film “Katy in Color,” showing the relationship between music and the colors that Katy experiences, as well as across social through augmented reality experiences on Instagram, TikTok, and Snapchat, letting everyone discover and share color through music.