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British Paints

Fight the FOMU
Fear of Mucking Up 

You’ve heard of FOMO, but what about FOMU? Our campaign for British Paints calls on first-time painters to fight the FOMU (‘Fear of Mucking Up’) and just get started.

FOMU is the quiver in your hand as you put roller to wall. The indecision in the face of a thousand colour swatches. The all-consuming thought that if something can go wrong with a painting job, it probably will. The campaign aims to inspire confidence in the inexperienced painter to help them get it right first time.

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