“Main Street Matters,” The Martin Agency’s first campaign for Benjamin Moore since winning creative/media duties for the paint brand back in February, celebrates local businesses in the US and Canada. From today until June 30, users can visit paintwhatmatters.com and vote for a town to receive a Benjamin Moore makeover. Painting and renovations will then take place in 20 cities from July until May 2014.
Brad Pitt lends his simpering voiceover (can’t help but think of his Chanel ad) and star power to Benjamin Moore’s video spot, with lines like, “Drug stores that still make milkshakes with real ice cream…matter.” The video–a slideshow of old-timey American storefronts–isn’t exactly scintillating, but of course the idea of supporting local communities hits a soft spot in my small-town girl heart. Using digital outreach to revitalize mom and pop places is a smart, noble idea. I just wish the campaign’s design sense didn’t also need a makeover.
Credits after the jump.
Chief Creative Officer: Joe Alexander
SVP/Creative Director: Vanessa Fortier
SVP/Senior Copywriter: Raymond McKinney
VP/Senior Art Director: Ty Harper
SVP/Group Account Director: Pete Watson
VP/Account Director: Carey Ely
Account Coordinator: Katherine Dorey
Agency Broadcast Producer: Anya Mills
Agency Junior Producer: Ross Skinner
Project Manager: Lassiter Stone
Photographer: Adam Ewing
Editorial Company: Whitehouse, NY
Editor: Steve Jess
Assistant Editor(s): Josh James
Editorial EP: Lauren Hertzberg
Editorial Producer: Nick Crane
Post Facility: Running W/ Scissors
Flame Artist: Ashby Wratchford
Audio Post Company: Rainmaker
Engineer: Jeff McManus
Music: Duotone – NY
Composer/Arranger: Aaron Mirman
Voiceover talent: Brad Pitt
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