Bringing Walls to Life: Siniat’s Online Campaign

A suite of five engaging online videos for leading construction and drywall manufacturer, Siniat, designed to showcase their performance plasterboard solutions and raise brand awareness.

‍Challenge

‍Siniat needed a series of short, impactful videos to educate and engage both homeowners and builders about the importance of using the right plasterboard. Typically, decorating discussions focus on aesthetics—paint colours and wallpaper—rather than the critical role of plasterboard in a building’s performance. The challenge was to create content that was both informative and entertaining, encouraging audiences to look beyond the surface.

‍Insight

‍The creative concept was built around the idea that walls could actively take part in the decorating conversation—bringing them to life in a memorable and engaging way. By giving walls a voice, the campaign highlighted how choosing the right plasterboard can significantly impact a home’s durability, insulation, and acoustics.

‍Creative Strategy

‍Creative agency Mr B & Friends developed the concept, scripting and storyboarding ‘If Walls Could Talk’. The idea was brought to life through an innovative approach using actors painted directly into the walls with intricate body paint, seamlessly blending into their surroundings. Happy Hour Productions handled the production and post-production, ensuring a polished and engaging final execution. The shoot required careful coordination, as two actors were transformed into four distinct scenes within a single day, all while ensuring Siniat’s signature pink was incorporated for brand consistency.

‍Results

‍The campaign successfully brought an often-overlooked product into the spotlight in a bold and disruptive way. By featuring actors blended into walls and directly addressing the audience, the videos reinforced the message that better plasterboard leads to better walls. Supported by a wider integrated campaign—including online advertising, sponsored placements on key industry websites, and a dedicated landing page on Siniat’s website—the videos have helped boost brand awareness and engagement. The innovative execution not only captivated viewers but also reinforced Siniat’s position as a leading expert in performance plasterboard solutions.