Davids & DeLaat Breaks the (Creative) Rules of Real Estate Advertising in Bold Campaign

​Davids & DeLaat real estate recently launched an awareness campaign in the Niagara region, partly in response to a local competitor’s out-of-home advertising strategy, but also as an opportunity to create and showcase a brand-new look and feel.

​The campaign, created by Junction59 in Toronto, is designed to stand out by avoiding all the clichés that real estate ads are known for. Executive creative director, Curtis Wolowich, explained that: “extravagant claims and impossible sales guarantees are par for the course in real estate advertising, and the imagery is almost always of realtors smiling confidently to camera.”

The creative, which includes OOH and radio, focuses on the exceptional customer service that Davids & DeLaat are known for by showcasing a wide range of client testimonials, punctuated by a new tagline: 'Real friendly. Real honest. Real estate.'

“When we heard all the great feedback they kept getting over the years, we decided to let their clients do the talking for them,” said Curtis. “It’s certainly not a new idea, but paired with bold colours and graphic imagery, we’re sure it will stand out against the norm.”