The One Show
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Category
Experiential Advertising / Installations
Annual ID
151131A
About the Work
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 paints and labels based on the other iconic colors of Fenway, calling the set the Fenway Collection. We made a TV spot and drove people to MonsterEverywhere.com where they could buy the paint and watch documentaries of local fans displaying their passion for the Monster. Which led to people posting their own pictures of the Monster. And we built grassroots support locally, by donating a portion of every sale to renovate local ballparks. 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 a voice. Truly taking the Monster everywhere.
2015 Awards
Total Points: 5
Merit
Credits
Agency
The Martin Agency / Richmond
Art Director
Sean Riley
Chief Creative Officer
Joe Alexander
Creative Director
Vanessa Fortier
Designer
Jason Nuttall
Charles Watlington
Writer
Justin Bajan
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