Benjamin Moore is one of the US highest quality paint brands. That quality is matched by one of their biggest sponsors, in the New York Rangers. Fans see the logo and name on their helmets every time they play. So when Benjamin Moore came to us wanting to do something a little more colorful, we thought it’d be great to not only use a Rangers’ legend, but one who was really well know for the unique painting and designs of his mask.
At the same time we didn’t want this to be a one-off idea. So we came up with a campaign that would start with this iconic centerpiece but be easily extensible to other ideas and partnership assets. Enter Henrik Lundqvist. A hall-of-fame goalie and one of the most well respected and well liked ever. To kick off our campaign we created “Brush With Greatness” and launched it at MSG during the ceremony in which the Rangers would retire his number. We also used a well-known NYC mural artist (you’ve seen her work in the Biggie Smalls tribute in Brooklyn, as well as the famous Coney Island murals) to “live-paint” a mural/picture of King Hank that would be auctioned off to a lucky fan for charity (which ultimately sold for for $12,000)
