Benjamin Moore Campaign: "157 ways to say white"
Recognition: 2014 Silver Addy in Non-traditional Advertisement, San Antonio, TX.
Benjamin Moore is known for their attention to subtle color differences. The "157 Ways to Say White" campaign showcases the wide variety of Benjamin Moore's selections of white. The campaign includes a two-page print advertisement, direct mailer, & an outdoor ambient advertisement.
Two-page back-to-back spreads. The top page will feature a die cut version of the tagline with a palette of whites on the next page that is visible through the die cut. Print advertisements will be printed in the following magazines: Better Home & Garden, Graphis, PaintWorks, Communication Arts, Elle Decor, House Beautiful, Interior Design.
The direct mailer features all 157 shades of white interior paint. The colors are presented in perforated XXL paint chips to make it easier for the potential customer to visualize the color in their home. The back of each paint chip includes a QR code that leads to a mobile app that provides more information about that specific paint swatch, the nearest Benjamin Moore location, and purchasing options. By sending a direct mailer, our campaign will reach a specific target market in the space where they would potentially be using the product. The mailer will be sent to new homeowners, designers, interior decorators, and leaders in the paint industry.
Outdoor Ambient Advertisement
The size of this advertisement is meant to create an experience for the viewer that captures their attention and rewards them with a sight of beauty. These advertisements will be placed, primarily, in high-traffic metropolitan cities with a strong design and arts culture. In order to appeal to Benjamin Moore's target audience, this outdoor ambient will be placed in these targeted cities: Austin, TX; New York City, NY; Chicago, IL; San Francisco, CA; Los Angeles, CA
Customized Mobile Site
The direct mailer and outdoor advertisements will include a QR code that links to a mobile site that will run simultaneously with the 157 Ways to Say White campaign. Upon entering the mobile site, the user will be presented with the wide variety of whites that Benjamin Moore offers. If the user scans a QR code that is attached to a specific color, they will first be directed towards more information about that color. The site would feature more info about their favorite color, the nearest Benjamin Moore location and how to purchase their selections
Collaborative project with Lily Kowalski & Justin Hernadez.
My contribution to this project included the executional concept, producing the magazine ad, modeling & photoshop edits.