"Our research shows that while architects and designers are looking more and more to environmentally-friendly products, very few will buy them if it means they have to sacrifice quality and performance," said creative director Mike Hudock. "This is especially true when the beauty of their work is on the line. Our goal was to show in an interesting, simple and compelling way that Harmony paint provides both. So instead of trying to explain the complex attributes of the product in a headline (which would have taken several pages of ad space), we let the visual do the talking. The paint brush symbolizes performance, while the grass, of course, gives a nod to the product's earth-friendly qualities. The ad is part of an ongoing business-to-business campaign."