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benjamin moore / social campaign

Benjamin Moore paint is only sold at independent & locally owned stores, but most people don’t know that. To catch shoppers before they went to big box stores like Home Depot or Lowe’s, we met them at an earlier stage of the painting process – when they’re browsing for color and home design ideas on Pinterest.

To hack the platform, we made 40 real home props featuring our message and added them to existing Benjamin Moore photos. These images were then unleashed them all over Pinterest and Instagram, sneaking our way into “home inspo” folders everywhere.

People are slowly catching on and seeing our message during their daily scroll:

To continue infiltrating our message, the props have snuck into Benjamin Moore TikTok content, and even other spots…

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AGENCY: Fig (2022)
EXECUTIVE CREATIVE DIRECTOR: Asan Aslam
SENIOR ART DIRECTOR: Frank Benavides
TYPOGRAPHER: Simon Walker
PROP PRODUCTION: ABC Props
INTERIOR PHOTOGRAPHY: Benjamin Moore