Less is never Benjamin Moore

Benjamin Moore has spent years crafting its palette of 3,500 paint colours, which is why, the company say, so many people fall in love with a Benjamin Moore colour.

However, their research also shows that, after picking a Benjamin Moore colour, many consumers and painting contractors end up purchasing another brand of paint in an attempt to 'colour match'... often unsuccessfully. 

In this new campaign by FIG New York, Benjamin Moore tells a cautionary tales of people trying to live with the mistake of colour matching with another brand’s paint. “There’s a real humour in how much we obsess over our homes,” said Ross Fletcher, Creative Director. “We don’t need to exaggerate the risks of colour matching, because the quiet suffering caused by that small mistake is already so fun to watch.”

The campaign featuring two spots - Lights [above] and Grow On Us [below] - as well as a series of bespoke social assets for Instagram and TikTok that educate people on the risks of colour matching and why you can’t match Benjamin Moore’s colours. The spots were directed by up-and-coming comedy director Ruganzu Howard through Epoch Film, and edited by Ian Mackenzie of Mackcut.

You can read more about director Ruganzu 'Riggs' Howard in our interview here.