Last night, The Canadian Real Estate Association (CREA) won an IABC (International Association of Business Communicators) Ottawa Excel Award of Merit for its fall 2010 advertising campaign. The campaign, titled Whatever Your Needs Are, highlighted the scope and range of consumer needs with regards to selling and purchasing real estate, and the professional services provided by REALTORS® to meet them.
The resulting television advertisement, Faces, is truly an experimental piece that used innovative technology and special effects developed specifically for this project to bring the concept to life.
Viewers saw and heard testimonials from several individuals about experiences with their REALTORS®. Women and men representing people from all walks of life talked about their unique needs when buying and selling a home. As they talked, their faces continually changed, eventually becoming another person with another positive story. Shot in HD, the piece consisted of some 900 frames over the 30-second ad.
The complete campaign consisted of the ground-breaking television ad, a full slate of radio advertisements and a campaign website.
“We went outside the box to illustrate the diverse needs of clients and the services provided by REALTORS®” said CREA’s President Gary Morse. “And to be recognized for our efforts is very rewarding.”
CREA’s national ad campaign program started in 2006 and runs twice a year, in the spring and fall. Our fall 2009 ad, entitled Never-ending Negotiations, won a bronze award at the 2010 National Marketing Awards. Both winning ads were created by Toronto-based advertising agency CP+B Canada.
The Canadian Real Estate Association (CREA) is one of Canada’s largest single-industry trade associations, representing over 100,000 real estate brokers/agents and sales people working through 100 real estate Boards/Associations.