Project:
Real Estate
Phil’s-osophies
National Campaign
Client:
National Association of Realtors
Overview:
NAR was facing a relevancy issue. Apps like Zillow and Redfin were quickly reducing the need for human-to-human contact with realtors, so much so they were seen more as an annoyance than your helpful guide during the homebuying process.
Our goal was to change their perception. Who better to do that than with America’s favorite and most lovable realtor, Phil Dunphy from Modern Family? We decided to build off of Phil’s “Phil’s-osophies” (a book of Phil-sights he gifted his daughter in season 4)… and a massive campaign was born. 10 TV spots, and a million pieces of social content later, my favorite campaign to date was born.
Credits:
Directors: Steve Levitan and Christopher Lloyd
Executive Creative Director: Sean McBride
Creative Director, Writer: Josh Kahn
Creative Director, Art: Nate Donabed
Sr. Writer: Liz Breen
Sr. Art Director: Ashley Herrin
Show Integration
The campaign efforts ultimately culminated in a Modern Family show integration, successfully closing the door on a multi-months+ long marketing effort to make Realtors, the relevant, approachable, knowledgable people that they are.
The integration efforts were made possible by our media partners at Havas Boston.