By thelaegotist / /

Beloved NYC real estate site and Zillow brand, StreetEasy, is rolling out a new and “decidedly New York” brand campaign to reach homeowners on both the buyer and seller side. “The Dream is Different Here,” also StreetEasy’s new tagline, flips the idea of traditional Americana on its head through the punchy lifestyle photography of Peter Yang, in a campaign that is as much of a celebration of New Yorkers as it is of New York City.

The campaign was created in partnership with StreetEasy’s agency of record Preacher, whose prior work with the brand used illustration to capture the eyes of its audience. While running a photography-driven campaign is a first for StreetEasy, so is calling attention to the payoffs of homeownership, over the process. Playful lines like, “Have all five boroughs of backyard,” and “A front yard is a state of mind,” help drive home the fact that simply no front porch could ever rival having NYC at your doorstep.

The campaign is a mix of out-of-home and video ads, rolling out across digital and social channels like Facebook, Instagram and YouTube, and throughout the city on LinkNYC kiosks, wild postings, subway cars, taxi tops and large-scale billboards in Williamsburg, NoMad and Noho. This all comes as StreetEasy looks to expand its reach and launch new tools that will benefit a wide range of NYC homeowners.

“This campaign underscores an exciting year for StreetEasy as we more deeply expand our offerings to better serve buyers and sellers in the NYC market,” said Bridget Sullivan, StreetEasy’s Head of Integrated Marketing. “StreetEasy is already the most trusted resource for NYC renters, but we know that for many New Yorkers, home ownership is the ultimate goal. In this next chapter StreetEasy will continue helping New Yorkers unlock their next home, regardless of whether they’re buying, selling, or renting.”



Creative Credits: “The Dream is Different Here”

Client:  StreetEasy

Senior Director of Marketing: Nicole Savdie

Head of Integrated Marketing:  Bridget Sullivan

Brand Creative Director: Jason Ferguson

Senior Brand Marketing Manager: Andrea Mazandi


 Agency:  Preacher

Chief Creative Officer:  Rob Baird

Chief Executive Officer:  Krystle Loyland

Chief Strategy Officer:  Seth Gaffney

Brand Director:  Jenalisa Trevino

Brand Manager:  Vaughan Poole

Associate Creative Director (CW):  Tyler Booker

Associate Creative Director (AD): Mel Lin

Associate Strategy Director:  Seher Sikandar

Strategist: Zachary Stubblefield

Head of Production:  Stacey Higgins

Business Affairs:  Miiko Martin


Photographer: Peter Yang 

Production Company: Packouz

Executive Producer: Kara Packouz

Casting: Six Wolves Casting


Music: Asche and Spencer

Mix:  Dusty Albertz

Retouching: Portus Imaging

Animation: Skylar Moran 


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