Green Monster Paint
Benjamin Moore is the official paint of the Boston Red Sox.
They asked us to do a print ad to highlight their sponsorship. We created a whole line of paint instead. This campaign won a Cannes Silver Lion in the Titanium & Integrated category. The work was noted for turning a commodity product (paint) into a cultural, branded experience that resonated deeply with Red Sox fans.
The spots
Green Monster :60
You can too :30
Case study
#MonsterEverywhere
NYC Stunt
This was a fan favorite. We brought Boston’s Green Monster to NYC, the backyard of their greatest rival and tapped Boston comedian Lenny Clarke to smack talk Yankees fans.
Green Monster stories
We documented real Red Sox fans and the
work they created.
Green Monster Website
We created GreenMonster.com where fans could get inspired, buy the paint and share their creations.
Paint can designs
We designed paints labels inspired by the iconic colors of Fenway Park. Giving baseball fans ready-mix paints based on the Boston Red Sox for the first time.
Credits
CD: Vanessa Fortier AD: Sean Riley Writer: Justin Bajan Design: Charles Watlington, Jason Nuttal Director: Alex Sutherland, Paul Iannchino
GEICO “Hump Day”/ Sling TV “Slingers” / Benjamin Moore / Straight Talk “Feel Richer” / Scoop There It Is / Screwball Whiskey / GEICO “It’s What You Do” / Golf Now/ Simple Mobile / GEICO “Raccookin” / The Learning Chanel / Olympus “Irresistible” / Straight Talk Wireless / Timberland / GEICO “Surprising” / It’s GEICO Easy / Total Wireless / Ping Golf / GEICO “Believe It” / Penske