Buying a home anywhere is a challenge right now, but that’s especially true in NYC, where the process can feel as unattainable as a work of fine art. StreetEasy’s newest brand campaign, “Let The Journey Begin,” mixes Renaissance flair and classic art to capture the conflicted feelings experienced throughout the journey of purchasing a home in New York City.
StreetEasy decided to take a new approach this year, creating a full 360 degree campaign with visually arresting pieces of artwork. From subway cars to taxi tops and even a takeover of the Broadway-Lafayette station, the eye-catching portraits have been hard to miss – but now, the paintings will become larger than life in two hand-painted murals at Wythe & N. 14th St in Williamsburg and Spring & Lafayette St in Nolita. The murals will be completed today, Wednesday, April 10, if you’d like to check them out yourself. The campaign will run through the year in various out-of-home, digital, audio, and social media placements.
Though NYC is known as a city of renters, StreetEasy data shows that 1 in 5 New Yorkers are browsing homes for sale while also looking at homes for rent. This campaign comes just in time for peak spring home shopping season in the city, and the art style captures the complicated and dramatic emotions those embarking on this journey might feel.
“Advertising to New Yorkers is an interesting creative challenge. On one hand, you have a population capable of tuning out almost anything. On the other hand, you have a savvy audience who can appreciate a clever ad that speaks to their experiences, which StreetEasy certainly has a track record of doing,” said Nedal Ahmed, executive creative director at Mother New York.
Led by StreetEasy’s in-house brand marketing and creative teams, they created a first time partnership with creative agency Mother New York and artist partner Buck.
“Teaming up with Mother New York for our brand campaign was a no-brainer. They have a proven track record of delivering creative ideas that resonate with audiences,” said Jason Ferguson, creative director at StreetEasy. “Their dedication to craft and design aligns perfectly with our Renaissance-inspired campaign. We knew that with Mother’s expertise, our campaign would be a work of art.”
For more information about the campaign, click here.
