Public Reality: Huge's First Work for Realtor.com

 

Federico Garcia
Global ECD Huge
 

Tell us about your role in the creation of this work.

I am the global ecd at Huge and I lead the account along with the amazing creative teams in partnership with a brave and super collaborative client.

Give us an overview of the campaign, what is it about?

The campaign aims to bring a little bit of truth and authenticity to a market that has not always been very real and honest about the difficulties of the home buying process.

 

Tell us about the details creative brief, what did it ask?

We had a unique opportunity when we pitched the Realtor.com business to bring them an entirely new strategic and creative approach to help then drive overall brand clarity, firmly establishing Realtor.com’s reason for being as THE site to find homes.

 

Which insight led to the creation of this piece of work?

Through research, we found out that people are in desperate need of “real”. In these social media fueled days, where everybody is sharing online a life that’s not necessarily theirs, being honest and telling things like they are is something very welcomed. The real estate market is not exempt from this trend. Other real estate sites keep promising an overly simplified process, and buying a house is anything but easy.

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

We created many campaigns presented that went straight into the insights of the actual home buying process, but we decided on this one because we needed to establish first our point of view. We wanted to put a stake in the ground, and show our consumers that we’re here to bring transparency and get real about the home buying process.

 

What was the greatest challenge that you and your team faced during development?

Our spots shows two worlds, the real and the unreal. The unreal is obviously fake, over the top, unattainable. But we needed to make sure that the real world didn’t feel like a lesser version of the unreal. We wanted to show a world that is real, and that is also fun, and enjoyable. Achieving that balance wasn’t easy, and the director did a great job in balancing these two worlds.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

I’m a big fan of brands that are honest and authentic, and that have a strong point of view. Having a client like Realtor.com, who is willing to take risks and make work that moves the needle, is not that common, and we’re very lucky to be partnering with them.

Where do you see this campaign going in the future?

The next campaign is on the works, and we’re gonna be digging deeper into this distinction between the unreal and the real worlds. The scripts are incredibly funny and we’re all looking forward to seeing them come to life.