When human insight meets technology we call it humanology.

 Jan Kelley

Some Background

Rust-Oleum Consumer Brands Canada is a worldwide leader in protective paints and products.


Brand Research; Social Media; Digital Development

Quick Brief

Showcase that Rust-Oleum has a product for virtually every DIY project.


Inspiration is only the beginning.

DIYers love starting new projects. But research revealed that although they could find lots of inspiration to start, they often lacked the motivation needed to finish. This encouraged us to create one of the biggest creative platforms for the Rust-Oleum brand yet.

We’re not only getting started.

We wanted to help Canadian DIYers finish everything they started. And what better way to do that than by creating an entire brand platform focused on just that? We delivered inspiring, useful and valuable information to homeowners and DIYers through a number of effective platforms including social, online and in-store.


million impressions


Instagram followers in 6 months


views on a single post

We’ve built quite the following.

This omnichannel effort resulted in Rust-Oleum becoming the trusted advisor to homeowners and DIYers across Canada. The Endorsement Strategy and Upcycle Challenge alone combined to generate well over 200 million impressions. And since launching in 2014, our social media platforms have grown tremendously in reach, numbers and engagement, with Instagram being our latest win.