Best of 2014 #5 Print/Outdoor/Design: Bring the Green Monster Home With Benjamin Moore's New Line of Red Sox-Themed Paint

Paint Brand Debuts New Team-based Shades in Time for Baseball Season

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Editor's Pick

Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.

At #5 in Print/Outdoor/Design, The Martin Agency conceived a new line of colors for paint brand Benjamin Moore -- the "Fenway Collection," themed around the Boston Red Sox. The agency promoted the new collection with a multiplatform campaign that encouraged consumers to share how they brought the colors of the Red Sox into their own lives. The campaign pays homage to the Red Sox's long history with the paint brand -- Benjamin Moore has provided the team with the famous "Green Monster" shade adorning its left field wall and scoreboard -- the headline color of the collection.

Original Post:

We've seen a number of interesting paint tie-ups before, such as this partnership between Ace Hardware and nail polish brand OPI, but Benjamin Moore debuts a new collaboration that is likely to be a home run for Red Sox fans.

The brand, along with The Martin Agency, has debuted the "Fenway Collection," a new collection of Red Sox-themed paints, which features colors such as "Green Monster," the very shade used for years on the team's legendary left field wall and scoreboard and Boston Red and Boston Blue--colors seen on the seats at Fenway Park.

The idea for the campaign came about after Benjamin Moore tasked Martin to come up with a way to better highlight its sponsorship of the Boston team. After discovering that the brand had been the go-to paint for the Green Monster, Martin came up with the idea to "put the idea in a can. . .and give the green monster to the fans," according to Vanessa Fortier, senior VP-creative director at the Martin Agency. "You can take it home now and put it in your house." See the full Behind the Work story on Adage.com).

Benjamin Moore is introducing the line with a multiplatform campaign that includes the spot seen here and an intro film directed by Alec Sutherland of Element, featuring the Red Sox's signature song from the Standells. There are also web and social components that allow consumers to share how they've brought "Green Monster" and other Fenway colors into their own lives.

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About

Credits
Date
Aug 11, 2014
Agency:
The Martin Agency
Chief Creative Officer:
Joe Alexander
Client:
Benjamin Moore
SVP/Creative Director:
Vanessa Fortier
SVP/Creative Director:
Sean Riley
Senior Copywriter:
Justin Bajan
Agency Executive Broadcast Producer:
Christina Cairo
Agency Associate Producer:
Liza Miller
Senior Integrated Production Business Manager:
Amy Trenz
Senior Project Manager:
Riana Bocchino
Group Planning Director:
Matt Mattox
Senior Strategic Planner:
Kevin Rothermel
Production Company:
Element
Director:
Alec Sutherland
Head of Production:
Mark Hankey
DP:
Mark Schwartzbard
Editorial Company:
Whitehouse Post NYC
Editor:
Barney Miller
Assistant Editor:
Matt Schaff
Executive Producer:
Lauren Hertzberg
Editorial Producer:
Melanie Klein
Animation and VFX:
Carbon VFX
Executive Producer:
Frank Devlin
Senior Producer:
Paul O'Bierne
Senior Flame Artist:
Matt Reilly
Flame Assistant:
Joe Scallione
Colorist:
Yohance Brown
Music:
The Standell's "Dirty Water"
Audio Post Company:
Rainmaker
Engineer/Mixer:
Mike O'Conner
Voice Over:
KC Clyde
VP/Director of Digital Production:
Darren Himebrook
Executive Digital Producer:
Kim Zaninovich
Senior Digital Producer:
Jill McGrath
Associate Director, Design:
Josh Corliss
Associate Designer:
Mackenzie Taylor
Technology Director:
Jeremy Misavage
Quality Assurance Manager:
Andy Bupp
Associate Quality Assurance Analyst:
Thomas Carroll
Integrated Creative Coders:
New Object

See more credits

Category
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