Marketing Magic: Sherwin-Williams brings the focus back to color

Sherwin-Williams is delivering a nod to National Paint Week with a campaign that asks followers to imagine a world without color.

The challenge: temporarily remove color from social media photos, web browsers and personal websites.

"Sometimes, we don't appreciate something until it's gone, and that applies to color as well," said Ellen Moreau, senior vice president, marketing communications at Sherwin-Williams. "For several years now, Sherwin-Williams has been celebrating the benefit of a fresh coat of paint with National Painting Week. This year, we're inviting our fans to get involved in a new way, and for a good cause, as we illustrate the role color plays in our communities, homes and everyday lives."

In the meantime, Sherwin-Williams will turn all digital color "donations" into fresh coats of paint for community organizations.

Visitors to DonateYourColor.com will be able to either donate color from a photo that can be easily shared on their social media channels; search the internet in black and white with a Chrome browser extension; or turn a personal website into black and white with an easy-to-use application.

Depending on the option a user chooses, Sherwin-Williams will donate between 500 and 5,000 square feet of paint.

Some early participants include DIY influencers Vintage Revivals, Curbly, City Farmhouse and Thistlewood Farms, plus Apartment Therapy, Brit+Co and many others.

Additionally, Sherwin-Williams employees will volunteer to revitalize spaces throughout the U.S. and Canada.