Fig Creates Family-Focused Spot for Benjamin Moore's 'See The Love' Platform

Fig, Benjamin Moore's agency of record, launched new creative under the paint brand's 'See The Love' emotional platform. The family-focused spot extends Benjamin Moore's advertising campaign strategy of connecting product to emotional moments in the home.

The work continues the brand's multi-year platform positioning paint as part of life's meaningful experiences. Fig has held the Benjamin Moore account since the platform's launch.

Benjamin Moore, the 143-year-old paint manufacturer owned by Berkshire Hathaway, operates 5,000+ retail locations across North America. The brand competes in the premium residential paint category against Sherwin-Williams and PPG.

Fig is an independent agency founded in 2003, operating from offices in New York and Los Angeles. The shop focuses on brand strategy and creative for consumer brands. Their work for Benjamin Moore represents one of the agency's longest-standing client relationships.

The campaign signal appeared via Flex PR UK's LinkedIn commentary on the work. Flex PR did not create the campaign. Fig produced the creative as Benjamin Moore's lead agency.

Benjamin Moore's 'See The Love' platform marks a shift from product-feature messaging to emotional brand building in the paint category. The approach mirrors broader consumer brand strategies prioritizing lifestyle positioning over technical specifications.

The campaign runs across digital and traditional channels. Fig continues to lead creative development for the Benjamin Moore account.