CREA stands tall in awareness campaign

Who: The Canadian Real Estate Association, with No Fixed Address for strategy, creative and media; Revolver and Gatehouse Commercials for production; Nimiopere for editorial; The Vanity for VFX.

What: A new brand platform and integrated campaign, “Together, We’ll Make Home Happen.” It’s No Fixed Address’s first original work for CREA since being named the organization’s agency of record in June.

When & Where: The campaign launches today (April 4), running across TV (linear and connected); out-of-home, digital and social, and influencer marketing.

Why: CREA believes that working with any of its 160,000 members will change “preconceived notions of real estate professionals for the better”—that its realtors understand how intensely personal the home buying experience can be, and those realtors empathize with them.

“Finding the perfect home is difficult and can be stressful,” said Stuart Macmillan, NFA executive creative director, in a release. The campaign is designed to showcase how CREA realtors can have close relationship with their clients, showcasing their “ability to find a home that’s as unique as the needs, quirks, and personalities of their clients.”

How: While the overarching message is similar to previous CREA campaigns, namely that realtors can help people find what they want in a home, NFA moved away from the earnestness of recent work and used humour to help deliver that message.

The anchor spot follows a family as they search for a perfect home. The twist is that the family is tall. Like, really tall.

That lends itself to some comedic moments, such as the family towering over other people at an open house, the parents having to bend their neck to fit comfortably under the ceiling, and the man banging his head on light fixtures, etc. A realtor then approaches and says “I think I can help,” and the rest of the spot features her showing them houses suited to them before they finally make a decision.

“This family embodies many people’s struggles when searching for their home,” said NFA’s co-chief creative officer Alexis Bronstorph. “They are looking for a very special house that can complement their requirements.”

And we quote: “The essence of our new ‘Together, We’ll Make Home Happen’ brand platform is the empathetic relationship formed between a realtor and their client.”  — Claire Payette, VP marketing and communications, CREA

Chris Powell