'Nothing Compares' in Sotheby’s International Realty Campaign from Huge

Sotheby’s International Realty and Huge USA have announced the launch of the 'Nothing Compares' digital-first advertising campaign, supporting the brand’s commitment to providing an incomparable and consistent real estate experience around the world. The debut marks the brand’s first transcreational campaign which goes beyond standard language translation, ensuring that the concepts consider cultural norms and native languages, allowing the campaign to be immediately implemented by the brand’s affiliate companies which currently span 75 countries and territories around the world.

As the global real estate market continues to top its own records, the 'Nothing Compares' campaign is representative of the Sotheby’s International Realty brand’s full reach and range, supporting its position in the industry to service a wide range of price points while remaining committed to its brand promise of high-quality service and innovation in order to best showcase property listings.

“Now, more than ever, buyers and sellers are looking for a partner to help them navigate the transaction process and their needs are extremely nuanced,” said Brad Nelson, chief marketing officer for Sotheby’s International Realty. “Despite market demand and increased client expectations, Sotheby's International Realty agents around the world consistently deliver a high-quality experience and I am continually inspired by their efforts. This campaign is a promise to our clients to always provide a stellar experience – it’s not just about where we can take you, it’s about how we get there, together.”

The 'Nothing Compares' campaign concept was developed by global experience design agency, Huge, utilising a digital-first approach to align with the Sotheby’s International Realty brand’s commitment to technology and innovation. The ad campaign will be available in 16 different languages and is fully customisable for the brand’s affiliate companies around the globe.

“Because this campaign needed to make an impact internationally—and with a digital-first approach—we created it with a lot of flexibility in mind,” said Bryan Lee, creative director at the global ad agency Huge. “We started with short, on-brand messaging that would resonate, could be translated for international audiences, and would work in social and digital. And we brought it to life visually with a beautiful design system that could adapt to fit anywhere the campaign would appear. We also made sure it could be customized so any affiliate around the world could incorporate their own branding easily. It’s truly a global campaign in every sense.”

The campaign will come to life with a global portfolio of media partners across film, digital, and print. Video assets will be advertised on Architectural Digest’s Open Door digital series and connected TV advertising on YouTube TV, signifying the first time the brand will air on a streaming platform. The campaign will also include Architectural Digest print advertisements and digital programs with Curbed, Frieze, The Wall Street Journal, The Financial Times, and The Australian.

The announcement follows the brand’s recent US$150 billion global sales volume success in 2020 and comes at a time many consumers are redefining “home.”

"‘Perfect’ is a powerful motivator and nothing compares to finding a home that’s right for you. Consumers should feel reassured that Sotheby's International Realty will be there to support them throughout their entire real estate journey,” concluded Nelson.

To learn more about Sotheby’s International Realty, click here.