Despite dominant market share, Nippon Paint faced the challenges of a slow economy and low consumer confidence. Painting a house became one of the first things to postpone while concurrently, dealers started cueing customers towards cheaper factory brands. We wanted people to paint their homes, as an act of love for each special occasion. Thus, Paint New Happiness was conceived and activated with a series of innovative moment-centric content and platform solutions. The campaign managed to increase consideration and market share of the brand and emotive attribution to painting.