Zillow, the leading real estate marketplace, has teamed up with creative powerhouse 72andSunny to launch their latest campaign, offering a fresh perspective on the modern home buying experience. As the real estate landscape undergoes profound shifts, with inventory shortages and fluctuating mortgage rates, Zillow’s “Home Just Got Real” campaign resonates with Millennials and Gen Z, acknowledging their aspirations amidst today’s challenges.
In collaboration with 72andSunny LA, Zillow celebrates the victories of contemporary homebuyers while recognizing their distinct obstacles. From the emotional journey of securing that winning offer in “The Journey Home” to the heartwarming tale of finding the ideal pet-friendly abode in “Dog House,” Zillow’s ads capture the essence of the evolving home buying process. Notably, social media influencer and rising star @txunamy takes center stage, exemplifying Zillow’s commitment to understanding individual needs, such as proximity to dog parks.
Directed by the talented Karena Evans, the campaign underscores Zillow’s evolution into a comprehensive Housing Super App, offering tools and solutions tailored to every stage of the home buying journey. From financial planning to connecting with trusted agents and exploring dream homes, Zillow empowers buyers to transform homeownership dreams into reality.
Launching today, the campaign will unfold across various platforms, including TV, digital, social media, cinema, and targeted brand partnerships throughout Q2 and Q3. Notably, this marks the inaugural campaign from Canvas Worldwide, Zillow’s newly appointed media agency, leveraging advanced data analytics and digital-first strategies to drive engagement and business outcomes.
As Zillow continues to redefine the home buying experience, this campaign signals a bold step towards empowering buyers in their quest for the perfect home.
Ravi Kandikonda, SVP, Marketing at Zillow: “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.”
Jen Berger, VP, Creative & Performance Media at Zillow: “There’s no way around it – buying a home today is challenging – so it was important that we 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.”
Karena Evans, Director: “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.”
Bryan Rowles, Executive Creative Director & Partner at 72andSunny LA: “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.”
Paul Woolmington, CEO Canvas Worldwide: “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.”
