ArtClass Spotlights a Knack for Real Estate with Berkshire Hathaway HomeServices
Berkshire Hathaway HomeServices has announced the launch of a new brand campaign, Born For This, developed in partnership with its agency-of-record, BBDO MW. Directed by Vince Peone of ArtClass, the campaign seeks to elevate Berkshire Hathaway HomeServices network agents by highlighting the inborn skills and passion that primed them for success for their clients.
Born For This strategically positions its network agents as top-tier real estate professionals, set apart by their expertise, service, and passion. The spots reinforce the value network agents bring to the table through charming stories of “natural-born agents” who show an innate knack for community insight, negotiation, and marketing savvy.
“Our network agents set themselves apart by providing their clients so much more than just assisting with a transaction, said Vince Leisey, President, Berkshire Hathaway HomeServices. “They are always there to provide expert advice on the many facets of buying and selling a home. Most, you could say, were born for this.”
“With this campaign, we wanted to spotlight the exceptional expertise our network members have spent years perfecting,” said Wendy Durand, SVP Global Marketing & Communications. “It’s always rewarding to celebrate their journeys and collaborate with BBDO MW and Vince Peone to bring those stories to life.”
The Born For This campaign is comprised of :30, :15, and :06 ads that will run primarily in online video and paid social, along with local market support from individual Berkshire Hathway HomeServices network members.
The campaign spots include:
“Bike Tour” – A local expert guides a new-in-town duo on an insight-packed tour of the neighborhood.
“Negotiator” – An unexpectedly sharp negotiator makes an offer that can’t be refused.
“Open House” – A skilled marketer prepares a personal favorite property for its showcase.
“In a category that tends to be full of lifestyle wallpaper, we found a really unexpected and entertaining way to communicate how network agents stand apart,” said Eric Hansen, Group Creative Director at BBDO MW. “Nothing beats natural talent and passion, which the little ‘future agents’ in our spots demonstrate so endearingly.”
“I like to think of these spots as humbly heroic origin stories. In the past, we’ve used agents to tell our stories, but now we are telling the stories of our agents,” says ArtClass director Vincent Peone. “Showing these Berkshire Hathaway HomeServices agents as unapologetically passionate kids with a natural drive for real estate evokes a sense of tender reverie that effortlessly incubates the humor. Comedy plus nostalgia equals the perfect portrait of a Berkshire Hathaway HomeServices network agent’s unmatched commitment and dedication.”
CREDITS
Client: Berkshire Hathaway HomeServices
SVP, Global Marketing & Communications: Wendy Durand
VP, Global Marketing & Luxury Communications: Laura Obagi
Director of Marketing: Valerie Trammell
Agency: BBDO MW
President, CEO: Neil White
Chief Creative Officer: Brock Davis
Group Creative Director: Eric Hansen
Creative Director/Writer: Eric Schlauch
Senior Art Director: Jake Carlsrud
Business Director: Lindsay Lunderby
Business Manager: Kelly Cassidy
Strategy Director: Casey Gilford
Executive Producer: Deb Lustig
Business Affairs: Joy Holbrook
Production Co: ArtClass
Director: Vince Peone
Managing Partner: Geno Imbriale
Managing Director / EP: Kirsten Arongino
Executive Producer: Logan Gilmore
Head Of Production: Sparkle Jones
Staff Producer: Olivia Possino
EP: Logan Gilmore
Producer: Terry Gallagher
Director of Photography: Magdelena Gorka
First AD: Kevin Brady / Stephen Lynch
Production Designer: Matías Allende
Production Designer: Claudia Toro
Wardrobe Stylist: Dominique Duhalde / Tania Pedro
Hair & Makeup: Key: Margarita Nilo / Asst: Andrea Díaz
Line Producer: Christian Morales/Terry Gallagher
Key Grip: Flavio Naranjo
Gaffer: Rodrigo Pardow
Service Co: Vagabond
Edit: Whitehouse Post
Editor: Heidi Black
Assistant Editor: Oliver Lin
Senior Producer: Katrina Kuss
Original Music, Sound Design and Final Mix by Yessian
Color Studio: Coffee & TV
Colorist: Lewis Crosfield
Head of Production: Jon O’Hara
EP: Sam Lusk
