Benjamin Moore
See The Love
Overview
Building love for a premium paint brand
After winning Blood Cancer UK in a competitive pitch in 2025, JAA launched We Know What It Takes. Built around the voices of people affected by blood cancer, our integrated media strategy took their stories into public spaces and channels where they could reach millions.
The Real Problem
Premium means little if people don’t know it
Benjamin Moore had a strong proposition but needed greater awareness among the audiences most important to growth. The challenge was to increase visibility while giving people a compelling reason to notice, consider and choose a premium paint brand.
The Trait
Turn premium credentials into an advantage
Independent retail expertise, premium quality and professional credibility gave Benjamin Moore a distinctive story. Rather than dilute those strengths for mass appeal, we put them at the heart of a brand world designed to feel as considered as the product itself.
The Strategy
Three audiences. One distinctive brand
We built the strategy around consumers, professional painters and interior designers, using data to find and scale each priority segment. Working with Skyrise gave us the audience intelligence to be more precise about where and how Benjamin Moore showed up.
The Tactics
Make the brand hard to miss
DOOH gave See The Love high-impact visibility, supported by CTV, paid social, press and programmatic display. Warm AV and static creative brought the idea to life while keeping Benjamin Moore’s premium positioning consistent across every touchpoint.
