Zillow has unveiled its latest campaign in partnership with creative agency 72andSunny LA, reflecting today’s homebuyers’ dynamic challenges and triumphs. The campaign titled “Home Just Got Real” captures the essence of navigating the contemporary housing market, which presents unique obstacles compared to previous generations.
In response to drastic inventory shortages and fluctuating mortgage rates, Zillow acknowledges the changing landscape of homeownership, particularly for Millennials and Gen Z. The campaign resonates with these demographics by validating their journey while celebrating their victories in the pursuit of homeownership.
Ravi Kandikonda, SVP of Marketing at Zillow, emphasized the brand’s commitment to evolving alongside the housing market, providing innovative tools and trusted partnerships to guide buyers through today’s complexities. “At Zillow, we recognize the evolving housing landscape. “Our latest campaign is a testament to the unique paths to homeownership, the challenges homebuyers are currently facing but also the victories many are celebrating. It reflects Zillow’s evolution into a Housing Super App that provides innovative tools and trusted partners to guide people through the complexities of today’s dynamic market.”
Directed by Karena Evans, the campaign features compelling narratives, including “The Journey Home,” portraying the emotional moment a mother and daughter find their dream home. Watch below:
Jen Berger, VP of Creative & Performance Media at Zillow, underscored the campaign’s authenticity and empathy, aiming to empower buyers with the confidence and resources to navigate their unique path to homeownership. “There’s no way around it – buying a home today is challenging – so we needed to approach this campaign from a place of authenticity and empathy to show the unfiltered reality of what it takes to get home. From the initial spark of possibility to the ultimate triumph of getting a home, we want buyers to feel empowered knowing Zillow can give them the confidence and resources to navigate their unique path to homeownership.”
Two other spots, “DIY” and “Dog House” highlight the creative and sometimes unconventional paths individuals take to secure a home loan or accommodate furry family members.
Karena Evans, the director, added, “With the intention to not overlook the challenge of the market, we wanted to ensure each spot felt honest, specific and relatable, in hopes of empowering buyers towards the accessibility of their dreams. The narrative of the campaign hinges on this multilayered relationship story between the characters and each other, their homes, the viewer and Zillow. We lead with people: who they are, what they do and how they made their dream a reality. We hoped for a richly colored portrait that creates a real connection between the viewer, their potential and Zillow.”
REELated:
Bryan Rowles, Executive Creative Director & Partner at 72andSunny LA, emphasized Zillow’s role as an optimistic partner throughout the homebuying process, offering support amidst obstacles. “Home buying is, to say the least, a polarizing subject among millennials today. There is so much negativity in the airwaves surrounding the possibility of owning a home. And yet, despite various obstacles and said negativity, people are figuring out how to buy a home. They are really doing it. Zillow’s role is to be the optimistic, realistic partner through the ups and down of the home buying process. Every single step of the way.”
The campaign, which marks the first collaboration between Zillow and media agency Canvas Worldwide, will roll out across various platforms throughout Q2 and Q3.
Paul Woolmington, CEO of Canvas Worldwide, shared, “We are so proud to forge this dynamic partnership with Zillow Group, Inc., an amazing client and true brand leader in both the real estate and tech sectors. By combining our strategic expertise with Zillow’s spirit of innovation, we are well-positioned to formulate transformative strategies, kicking off with this landmark campaign launch. Through an innovative media approach, our aim is to enhance the online retail real estate experience and drive unparalleled success.”
As Zillow continues to redefine its role beyond a mere marketplace, the campaign reinforces its commitment to empowering buyers and facilitating their journey towards homeownership in an ever-evolving housing landscape.
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