The nation's top paint brand, Dulux, had developed a uniting single proposition for its products - the Dulux Quality Promise. This reinforced the brand's status, investment in its paints and production facilities, colour leadership and advice. It was also to be emblazoned on every tin of paint sold in the UK. To ensure that the company's 3,500 UK staff were united in living and breathing 'The Promise' from launch, an experiential and memorable event was devised for the Dulux senior leadership team at launch. This would make ambassadors out of the Dulux leadership team as the message was embedded throughout the business.