STREETEASY LAUNCHES NEW BRAND CAMPAIGN THAT CENTERS ON THE “DREAM” OF LIVING IN NEW YORK CITY THAT IS UNLIKE ANY OTHER
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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