RE/MAX Unveils New Ad Campaign: “Dream With Your Eyes Open”
Chief Executive Officer,
View the new RE/MAX TV spot on YouTube
Vice President Corporate Communications
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Manager Reputation & Communication
The Leo Burnett Group
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DENVER – RE/MAX, LLC today launched its first advertising campaign since the company went public last fall. Created by the real estate company’s new lead advertising agency The Leo Burnett Group, the“Dream With Your Eyes Open” campaign highlights the critical bond between home buyers and RE/MAX agents as Americans become more confident about the prospect of homeownership.
The TV commercials feature eager homebuyers hoping that they have, at long last, discovered their dream home. But they soon realize they’ll need a guide to help weigh all their options.
“Dreaming of your next home is easy, but the process can be difficult. For something that’s a huge life decision, you really need to choose the right guide to navigate the process from start to finish,” said Margaret Kelly, RE/MAX CEO. “This campaign shows how RE/MAX agents truly are the experts you want by your side to help find the home that’s right for you.”
The campaign is anchored by a 30-second TV commercial, “Dreams.” The spot resembles a fairy tale story with CGI special effects and whimsical music; a story with a happy ending, thanks to a RE/MAX agent.
“We could have shown a suit-and-tie-clad realtor shaking hands with new homeowners next to a ‘sold’ yard sign—but this is a different kind of ad campaign,” said EVP, Chief Creative Officer Laurence Klinger of Lapiz, an agency within the Leo Burnett Group. “We’re bringing people into a visually stunning dream sequence to show them it’s okay to dream, but you need someone you trust to be your eyes for all the things you wouldn’t have thought to ask otherwise.”
In addition to the 30-second commercial, a series of 15-second spots show specific scenarios homebuyers might face and how a RE/MAX agent can help. The campaign was created as a joint initiative between Leo Burnett Chicago and Lapiz, an agency specializing in emerging markets.
Leo Burnett’s Chief Creative Officer Susan Credle unveiled the campaign to RE/MAX agents on March 3 in Las Vegas during R4, the company’s annual global gathering.
The 2014 ad campaign will run throughout the calendar year on major broadcast and cable networks with TV spots starting March 17 and print and radio beginning in April. RE/MAX will also provide customizable materials to its Affiliates for use in their local markets.
RE/MAX enjoys a prominent position in real estate advertising, having an 83% Share of Voice for national TV advertising in 2013.
View the spots on the RE/MAX YouTube channel at http://www.youtube.com/v/caKbqTe7OwI.
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TV SPOT PRODUCTION CREDITS:
Client: RE/MAX LLC
Agency: Leo Burnett/Lapiz USA
Ad or Campaign: “Dream With Your Eyes Open”
Executive Creative Director: Laurence Klinger
Creative Director: Manuel Torres
Art Director: Flavio Pina
Copywriter: Lizette Morazanni
Executive Producer: Ken Gilberg
Producer: Mariana Perin
EVP, Director of Planning: Wells Davis
VP, Strategy Director: Howard Laubscher
Strategy Director: Felipe Cabrera
EVP, Account Director: Richard Roche
VP Account Director: Ernesto Adduci
Account Supervisor: Sara Abadi
Account Executive: Spencer Colvin
Production Company: MPC Creative
Director: Paul O’Shea, Dan Marsh
VFX/SPX: MPC LA
Producer: Diana De Vries
VFX Supervisors: Ross Denner, Gizmo Rivera
GRADE: MPC LA
Colorists: Mark Gethin, Derek Hansen
Sound Company: SIZZER Amsterdam
Composer: Thomas Bloch
Nobody in the world sells more real estate than RE/MAX. For more information, please visit www.joinremax.com.
RE/MAX, LLC, one of the world’s leading franchisors of real estate brokerage services, is a subsidiary of RE/MAX Holdings, Inc. (NYSE:RMAX).
With a passion for the communities in which its agents live and work, RE/MAX is proud to have raised more than $130 million for Children’s Miracle Network Hospitals®, Susan G. Komen® and other charities.
For more information about RE/MAX, to search home listings or find an agent in your community, please visit www.remax.com.M
About Leo Burnett:
With nearly 80 years of creating iconic campaigns, Leo Burnett Worldwide believes that creativity can change behavior. A HumanKind communications company, it operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of Publicis Groupe, Leo Burnett Worldwide is one of the world’s largest agency networks with 98 offices and nearly 10,000 employees. In 2013, the global network was named “Most Awarded Network” by the International ANDY Awards and received “Network of the Year” nods from Dubai Lynx, AdFest, Kinsale Sharks, EPICA and the Cristal Awards. Leo Burnett works with some of the world’s most valued brands including Coke, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, our Facebook page and follow us via Twitter @leoburnett.