Conceptualised by Havas Chicago, the campaign illustrations come to life through animation, with colour that mirrors the NAR's fair colour spectrum as a visual language
While the National Association of REALTORS® has long advocated for fair housing, the latest campaign, created by Havas Chicago, serves as acknowledgement that there is still more work to be done across the real estate industry.
The National Association of REALTORS® is re-committing to the fairness fight and encouraging REALTORS®, who are members of the National Association of REALTORS®, and the public, to report violations to HUD.gov.
Havas Chicago worked with world renowned illustrator and animator Noma Bar – known for his deceptively simple style. His illustrations come to life through animation, with colour that mirrors the National Association of REALTORS® fair colour spectrum as a visual language. The spot also uses colour to advance the story, beginning in colourless world that recognises the issues many face and progressing toward a brighter, fairer future for all.
The introduction of colour is timed with the line in the voiceover: “It will take all of us.” In this way, colour represents progress, and progress happens when we - all people - take on the issue together.
The thoughtful campaign goes beyond a PSA and addresses the public via a holistic strategy developed by Havas Village partner Havas Media Boston. The media extends from OOH and print ads to social and a branded content series with VICE – with future content partnerships planned with Axios and Daily Beast.
“We are honoured to partner with the National Association of REALTORS® to help them put a stake in the ground and declare their ongoing commitment to fight all forms of discrimination in housing,” said John Norman, chief creative officer at Havas Chicago. “Through design storytelling and the renowned talent of Noma Bar, the National Association of REALTORS®’ stance against housing discrimination and dedication to driving real change comes to life in vibrant illustrations that are both symbolic and educational. This meaningful campaign will create broader awareness and understanding of what the National Association of REALTORS® stands for, and also serves as a reminder that all of us can be part of the solution.”
The campaign also includes a buy through connected TV and OLV that will have the benefit of reaching underrepresented and marginalised groups and BIPOC and LGBTQ+ businesses in addition to the campaigns primary target of first-time home buyers with the important message of equality in housing. The messages are targeted to fair housing advocates, including first time homebuyers, marginalised groups, DC lawmakers and REALTORS®.