Benjamin Moore

Telling The Surprising Story Of The Emotional Side Of Professional Painters

Benjamin Moore’s “See the Love” platform celebrates the craft of professional painters, and the love and care they put into making their customers happy.

Benjamin Moore | Creative, Strategy, Media, Branding, Digital, Social

Benjamin Moore’s “See the Love” platform celebrates the craft of professional painters, and the love and care they put into making their customers happy.

Benjamin Moore

Telling The Surprising Story Of The Emotional Side Of Professional Painters

Benjamin Moore’s “See the Love” platform celebrates the craft of professional painters, and the love and care they put into making their customers happy.

Benjamin Moore | Creative, Strategy, Media, Branding, Digital, Social

Challenge

For 135 years, Benjamin Moore had been synonymous with craft and quality. But in that time, the market had become saturated with high-spending competitors peddling middle-of-road products. Competitors were now competing on table stakes, like wide color variety and ease of application. Benjamin Moore knew they needed to cut through the category’s functional focus with a message that only they could own.

He Loves This

One Story

Benjamin Moore’s paint community is complex: professional painters, homeowners, architects, designers, and the independent retailers who sell the paint. It’s no easy task to touch the hearts and minds of each individual with a message that speaks to them all. A simple insight brought everything into focus: professional painters care. They really care. We knew our work had to speak directly to them. But we had to do it in a unique, insightful way. The ‘See the Love’ campaign pushes off blue-collar cliches to celebrate the care, passion for craft, and the important role these professionals play in making homeowners happy, all while illustrating the transformative power of love.

See the love

Many Voices

To help tell our story, we tapped world-renowned documentary film and commercial director Errol Morris, who captured the humanity, authenticity and depth of these contractors and their craft. The campaign launched with a bold anthem, articulating Benjamin Moore’s celebration of love and its transformative power. Short films bring to life the pure and genuine ways professional painters and homeowners care about their work. Media placements across TV, digital, social, and radio preciscely reached audiences when messaging was most relevant to them. This complemented and surrounded custom content executions native to our audiences’ habits.

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628 Broadway, 5th Floor

New York, NY 10012

646.481.9848