Anza had a clear strategy for years. Their target audience was professional painters, and regular people were kind of included in the deal. But times change, and around 2000 the DIY trend became popular. This meant that far more regular people were buying paintbrushes, and that they were risking to loose these costumers to other brands. So we worked together to create a whole new concept for their brand, which would aim towards both audiences. But how do you make regular people interested in paintbrushes? Well, it turns out that there were loads of questions around painting, so we created a number of helpful and instructional videos, which after only a year had hundreds of views. We also created a facebook page which, together with it's many dedicated followers, showed that painting and painting tools actually can be fun.