To promote Benjamin Moore's Ultra Spec® 500 paint, the Martin Agency and director Jason Zada came up with a Halloween stunt and hired some unsuspecting interior painters for the "Scariest Job In The World."
They asked them to paint the interior of a dilapidated hotel late at night. Greeted by a creepy butler who told them that "years ago people with mineral diseases were kept here for a period of time" the painters began their work, only to be exposed to creaking chairs, the sound of chains, flickering lights, swaying chandeliers and finally a ghostly apparition of a woman scary enough to make the most macho of men wet their pants.
The teaser video is followed up by a 'testimonial' video for the heavy marketing, shown below:
Credits:
Agency: The Martin Agency
Client: Benjamin Moore
CMO: David Melancon
CCO: Joe Alexander
CD: Vanessa Fortier
CD/CW: Dave Gibson
ACD/AD: Mauricio Mazzariol
Agency Executive Broadcast Producer: Christina Cairo
Agency Junior Producer: Ross Skinner
Director of Digital Production: Darren Himebrook
Digital Producer: Mary Dunn
Associate Director: Josh Corliss
Associate Director: Chris Fullman
Technical Lead: Jeremy Misavage
Developer: Robert Lavoie
Technical Lead: Kevin Power
Quality Assurance: Andy Bupp
Prod. Co.: Tool
Director: Jason Zada
DOP: Lyle Vincent
EP: Danielle Peretz
Line Producer: Shai Kedem
Editorial Company: CosmoStreet
Editor: Jeff Grippe
Motion Graphics: William Tiki
Original Score: Robert Di Pietro
Original Score: Paul Robb
A new fully integrated marketing campaign by McKinney Agency for Sherwin Williams paint stores celebrates a world made entirely of color chips. The launch effort consists of three tv commercials, four print ads, online advertising, an iPhone app and an interactive Color Visualizer.
The three 30-second animated television spots were directed and produced by Buck NY, and feature a range of wonderfully designed 3-D characters and environments that showcase Sherwin-Williams’ extensive color palette. The spots will air nationally on cable channels, including HGTV, Discovery, DIY, E!, ESPN, Food Network, GAC, Lifetime, Style, TNT Sports, USA and Weather.
Television Spots (two of the three)
some tv stills for you:
The four print ads feature original color-chip sculptures created by paper artist Matthew Sporzynski, who is the owner of New York's Couturier de Cardboard Inc (no website, sorry).
Sporzynski’s sculptures, including a vase of flowers, stuffed animal, birdhouse and ice cream sundae, marry craftsmanship with the fun of selecting just the right paint and color. The ads will appear in issues of Architectural Digest, Better Homes & Gardens, Real Simple, Good Housekeeping, House Beautiful and This Old House and others.
Print Ads
a close-up look at the details:
Online executions include multiple display banner ads that invite consumers to engage with Sherwin-Williams color tools online, ranging from the ColorSnap® iPhone application to the brand’s Color Visualizer, which allows people to upload their own photos to help envision what their completed painting project may look like.
All executions utilize the tagline “Make the most of your color with the very best paint.”
With over 1,500 color chips at Sporzynski’s disposal, he was most attracted to Sherwin-Williams’ family of greens. “I’m always big into the greens,” he mused. “We used Gecko, House Plant and Pickle. I love the names of Sherwin-Williams paints. They’re so evocative.”
“Sherwin-Williams is all about helping people turn their color inspirations into reality. With over 1,500 colors to choose from, we know making the right color choice is as important as choosing the right paint. Our new Color Chips campaign symbolizes just how passionate we are about helping people create something beautiful with amazing colors and the highest quality paint.”--Ellen Moreau, Vice-President Marketing Communications
“We’re excited to have created a campaign that’s brand-focused storytelling through art. We were able to take what Sherwin-Williams is known for – expertise, advice and the world’s best paint – and leverage it against an emotionally resonant story about color, using the single most important element in most painting decisions: the color chip. Buck’s attention to detail throughout the spots, coupled with Matthew’s passion for color and design, makes this some of McKinney’s best work to date.”-- Jonathan Cude, chief creative officer, McKinney
About Sherwin-Williams Paint Stores:
Sherwin-Williams Paints Stores is the nation's largest specialty retailer of paint, stains, coatings, wall coverings and sundry items. With more than 3,300 neighborhood stores in North America, the company is dedicated to supporting the do-it-yourself consumer with exceptional products; resources to make confident color selections; and expert, personalized service that's focused on the do-it-yourselfer's unique project needs. Sherwin-Williams brand-name products can only be found at Sherwin-Williams stores.
About McKinney:
McKinney is an independent advertising agency whose mission is to make extraordinary things happen by reinventing the conversation between people and brands. McKinney delivers through game-changing ideas, through leadership in the convergence of offline and online (88% of frontline staff are actively engaged in the digital space, which accounts for 35% of the agency’s business) and through the relevant application of new technologies.
info, press release and images courtesy of Durham Billboard Publicity Wire / Vocus, Buck NY and Sherwin Williams
Resene, a New Zealand professional paint company, chose to showcase their latest range of Karen Walker color paints for the home, by using mini- modernist Bauhaus inspired architectural models of homes crafted by Auckland sculptor Gidon Bing and styled by Katie Lockhart.
Bing crafted the approximately 50 cm x 50 cm models of plywood. Their painstaking work took months before it was ready for to capture.
above: Auckland based painter and sculptor Gidon Bing in his workshop. Photo by Babiche Martens
Karen Walker’s new paint range for Resene follows the best-selling ranges she developed with the company in 2001 and 2004. This time, Walker wanted the range to have a different feel. “I was searching for a worn sort of mood,” she says. “I like colours that have a muted, burnished sort of quality, as if they were thoughtfully painted on walls decades ago and have faded to perfection in the following years.”
Here are various photos of the architectural models and the accompanying Karen Walker paint collections from the promotional brochure with photos by Matthew Williams:
The following photos of the same models from slightly different angles are from Gidon Bing's profile on the Saatchi Online Gallery:
