• by Larissa Faw , March 15, 2017

A week after husband Chip Gaines launched his own campaign for Kilz, "Fixer Upper's" Joanna Gaines is the face of a new campaign to introduce "Magnolia Home by Joanna Gaines," an ultra-premium, interior paint collection from the manufacturer of paint, primer, woodcare & concrete coatings.

"This is the first time Joanna has launched a signature line of ultra-premium, interior paint," says Lee Walters, Co-Founder/ECD, Arcana Academy, the agency behind the campaign. "Joanna believes that paint is the easiest way to 'add value where you’re planted' and was very excited to personally craft the line based on colors inspired by her life on the farm. Her personal involvement went far beyond simply curating an existing line."

Arcana Academy developed a body of creative content including a “Hero” :30 spot, several social video units, the kilz.com/magnolia website, a set of infographics, and a full library of images and photography, to tell the Magnolia Home story.

The concept serves as a guide to home improvement by offering Gaines’ tips and advice in painting homes, from correcting mistakes with Q-tips to properly loading a paint roller.

The campaign kicks off with a TV spot that identifies several of the 150 colors in the collection. With a voiceover, Gaines explains her new collection over images of the paint and sources of inspiration. Sir Drake, for instance, is named after her son while Weathered Windmill comes from the structure located on her farm.

To support this campaign, Arcana worked with Haworth Marketing + Media to run the work on HGTV and other media properties and platforms. The campaign is designed to appeal to DIY enthusiasts and newcomers alike.

The partnership was initiated by Kilz parent company Masco.

Although both Gaines support the broader Kilz brand, Chip only endorses Kilz Primer and Joanna supports her own signature line of paint by Kilz. "Primer goes on before paint and creates a smooth foundation that helps paint go on properly and retain a truer color," says Walters.

"Like Chip, primer is the strong foundation of a job done right. Joanna is the designer, so it seemed a natural fit that Joanna would design a signature line of paint. Primer and Paint--two separate things that work best together."