Dulux New Zealand has launched a new digital out-of-home (DOOH) campaign titled 'Dulux Colours of New Zealand LIVE'. in a collaboration with Dulux NZ, MBM, Pitchblack, and LUMO.

The campaign is claimed as market-first execution in the DOOH space, employing cameras attached to five LUMO billboards across New Zealand. These cameras capture live footage of the sky and surrounding scenery, which is then displayed on the billboards. This creates a transparent effect that aims to integrate the physical and digital worlds. Over this live feed, Dulux Colours of New Zealand swatches are superimposed, updating every two minutes to reflect the real-time colours of the background scenery.

Dulux NZ Head of Marketing, Shontelle Crosswell, said: "Nature is one of the best sources of inspiration for colours, and these billboards bring that idea to life in a fresh and innovative way."

"Choosing the right colours can be overwhelming - there are so many options to choose from, and they need to work together harmoniously. This campaign, along with our new ‘Find Your Dream Exterior Colour Scheme’ project guide, helps simplify the process by showcasing colour combinations inspired by our beautiful local landscapes."

The campaign highlights New Zealand's natural beauty through the use of advanced technology and real-time visuals. LUMO's technology and development partner, Latch, played a role in the campaign's execution, contributing to the technological aspects that enable this innovative display.

Business Director at MBM, Kaitlin Mitchell, said: "It’s an exciting time for the industry as we find new and novel ways to bring innovative formats to life – with this latest work with Dulux highlighting the first in market opportunities in this space," she said.