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Homes, for the real of us

We won the realtor.com business and then almost immediately created the "Homes, for the real of us" campaign that launched in March 2019. I wrote all the work featured here. The campaign taps into the idea that real estate insecurity is at an all-time high and one of the main culprits is reality television. With the number of ridiculous mansions featured on these "reality" shows every minute of every day, people can’t help but feel that the homes in their price range are inadequate—adding apprehension to a process already fraught with challenges. So we created our "Public Reality Announcements" to give this unreal world a much-needed reality check. We used targeted media buys on HGTV, Bravo, VH1, MTV and The Food Network (as well as on Twitter, Facebook and Instagram.) And ran these spots while viewers at home were enjoying the actual shows they warn against.

Project Roles
Copywriter, Creative Director
Company
realtor.com
Skills
Copywriting, Filmmaking
Media
Commercials - Broadcast, Social Media Content
Project Industries
Real Estate, Technology