Cannes Lions

RED SOX: GREEN MONSTER

THE MARTIN AGENCY, Richmond / BENJAMIN MOORE / 2015

Awards:

1 Silver Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

Benjamin Moore wanted to promote their sponsorship of the Boston Red Sox. We decided to let fans take Fenway home for the first time. Introducing Green Monster paint.

In addition to Green Monster green, we also designed a Boston Red Sox-themed color palette and packaging based on the other iconic colors of Fenway, calling the set the Fenway Collection.

We launched by constructing a replica of the Green Monster and putting it in a youth league baseball field and surprising a team in Milford, Mass. which later became a TV spot. We drove people to MonsterEverywhere.com where they could buy the paint, watch documentaries of local fans displaying their passion for the Monster and post their own pictures of their Monster creations. Best of all, we built grassroots support locally, by donating a portion of every sale to renovate local ballparks.

We promoted the Collection at Fenway with in-stadium signage and program ads. And to top it off, we took the Monster to Boston’s biggest rival: New York City. We built a replica of the Monster, painted it Green Monster Green and gave it the voice of Boston comedian Lenny Clarke. Truly taking the Monster everywhere.

Execution

Red Sox Nation is one of the most dedicated fanbases in the world. They love their team, colors, stadium and the Green Monster— the most famous wall in baseball. So it made sense to let them take the Monster home thanks to the Fenway Collection.

To create the paint, we went to Milford, Mass., where the paint has been mixed for years. We used the same formula and put Green Monster paint in specially designed packaging, inspired by the unique look and feel of Fenway Park. Then we created specific paints and labels inspired by other iconic colors of Fenway.

We made sure the paints were ready-mix, so the packaging itself could be specific to the Red Sox, thus making the cans themselves as collectible as the paint inside.

Outcome

Benjamin Moore has a unique business model. Their products are only sold at local, independent retailers so the brand has to get their retail customers excited about products so they will sell through in-store to consumers.

The Fenway Collection galvanized a retail base that had been dubious for a few years about the support they were getting from marketing. Retailers signed up in droves to sell the paint, with many spending their own budgets on TV advertising for the first time ever to support their product at their particular store.

Beyond its presence at retail, the Fenway Collection is unique to the paint category in that it’s a collectible item unto itself. Whether a superfan chooses to paint their wall Green Monster, build a baseball field in their backyard or simply put the can on display in their Sox Cave the can of paint itself has value beyond what’s inside because of the authentic design of the labels and the passion of Red Sox fans. It’s an invaluable for a brand in a typically low-interest category to find itself on display as a point of pride in peoples’ homes.

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