Benjamin Moore Built a Massive Version of Its Name to Show Off Its Latest Product
Eight Letter Structure Weighs Over 2000 Pounds
By
Alexandra Jardine
Published On
Jul 31, 2017
Editor's Pick
To demonstrate its protective coatings range, Corotech, Benjamin Moore tapped The Martin Agency to create a video that's unusually creative for something promoting an industrial product.
The agency got industrial fabricators to build a massive structure of the Benjamin Moore brand name, and coated each letter in different variants of Corotech, which protects brick, drywall, steel and concrete. The eight letters of its name have a combined weight of 2000 pounds.
Nine videos highlighting each Corotech coating will be featured on the Benjamin Moore YouTube channel and the letters themselves will debut at a trade show for facility managers this Fall.
Credits
- Date
- Jul 31, 2017
- Brand :
- Benjamin Moore
- Client :
- Benjamin Moore
- Agency :
- The Martin Agency
- Vice President :
- Chris Connelly
- Senior Brand Manager :
- Mary Louise Rubin
- Brand Manager :
- Jim Rayball
- Associate Marketing Manager :
- Sondra Seecharan
- Associate Marketing Manager :
- Paul Baik
- Chief Creative Officer :
- Joe Alexander
- Group Creative Director :
- Jordi Martinez
- Group Creative Director :
- Jerry Hoak
- Creative Director :
- Vanessa Fortier
- Creative Director :
- Deric Nance
- Copywriter :
- Deric Nance
- Associate Creative Director :
- Diego Morales
- Art Director :
- Diego Morales
- 3D Designer :
- Greg Cassidy
- Agency Executive Broadcast Producer :
- Kerry Ayers
- Agency Executive Digital Producer :
- Kim Zaninovich
- Agency Broadcast Producer :
- Liza Miller
- Business Affairs Manager :
- Alice Isner
- Senior Production Business Manager :
- LaTasha Evans
- Group Account Director :
- Allison Oxenreiter
- Account Supervisor :
- Hill Shore
- Account Executive :
- Mary Anne Kavjian
- Project Manager :
- Elizabeth Wilber
- Group Planning Director :
- Matt Mattox
- Digital Producer :
- Jesse Wright
- Developer :
- Andrzej Aniol
- Production/Editorial Company :
- Mondial
- Director :
- Duy Nguyen
- Executive Producer :
- Ash Bruce
- Editor :
- Nick Wurz
- Letter Creation :
- Crux Scenica
- Owner :
- Joshua Bennet
- Owner :
- Christina Delli Santi
- Production :
- Black & Red
- Executive Producer :
- Phillip Epstein
- Producer :
- Nick Turner
- Audio Post Company :
- Tiny Lion
- Engineer/Mixer :
- Jonathan Fuller
Need a credit fix? Contact the Creativity Editors
Project Type
Related work
Benjamin Moore: Benjamin Moore's funny ads warn of the perils of paint matching
Benjamin Moore: Benjamin Moore's post-lockdown spot asks us to 'thank' the walls that have contained us
Benjamin Moore: Painters and contractors are homeowners' heroes in campaign from Benjamin Moore
