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.
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.