Fallon and Joshua have won the launch account for Color, an online
service aimed at helping small businesses.
Usecolor.com, which is backed by Royal & Sun Alliance, is positioning
itself as a service that provides professional assistance on issues such
as health and safety, tax, employment law and legal issues for small
The service aims to provide advice through 80 qualified professionals
who will be on hand to answer queries 24 hours a day.
Fallon is launching a national branding press campaign, breaking this
week, which uses humour to broach subjects relevant to small
Each execution comprises a few humorous soundbites of advice, such as:
’Five things they don’t tell you when you set up a business’ and ’I’m
the director of a massive corporate enterprise employing, oh, say, three
people.’ The ads direct consumers to the web address to order a ’get
The work will be supported by direct marketing and online activity,
including a permission-based, e-mail strategy devised by Joshua.
Josephine Fawkes, the marketing director of Color, said: ’Color’s
approach is about talking to its audience in an engaging way. We are
offering practical advice to enable people to focus on becoming more
The ads were written by Ed Edwards, art directed by Dave Masterman,
designed by James Townsend and shot by Salvatore Vinci. Media planning
and buying is through Manning Gottlieb Media. The Color brand identity
was created by Wolff Olins.