Overskies provided Janovic—the exclusive retailer for Benjamin Moore paint in New York City—with a multi-channel campaign, new creative, video marketing, and video production services, along with messaging, advertising, and partnership opportunities.
All of this was to promote the fact that Janovic has been painting, and coloring NYC for over 100 years!
Janovic—the exclusive retailer for Benjamin Moore paint in New York City and a member of the community since 1878— was looking for a way to connect with the “do it for me” generations of Millennials and Gen Z’ers in the NYC region, and drive them into their retail outlets.
Overskies honed the strategy around a branded content campaign that would promote Janovic’s authentic and rich history as NYC’s color authority.
Using branded video content, digital advertising, and a custom micro-site, we found a unique way to amplify Janovic’s story to reach a younger and more artistic online community.
We filmed students from three of the leading art and design schools in New York City — Parsons School of Design, Pratt Institute, and the School of Visual Arts — while they created sculptures of New York City's most iconic landmarks using Benjamin Moore paint chips. We wove in their personal stories and their love for the arts and color, and supplied them each with scholarship funds.