The Canadian Real Estate Association (CREA) is providing guidance about what it does and doesn’t do in a humorous new campaign.

Last year, the Canadian Real Estate Association released its platform “Together, we’ll make home happen.” Now, its current work is an extension of that, distinguishing what your realtor does to find you a home and everything you do to make it your own.

“We had an overwhelmingly positive response to last year’s work, so going into 2024, we knew we had to continue to build on that success,” says Zach Klein, head of strategy for agency partner, No Fixed Address (NFA), which the CREA named as its AOR in 2022. “We sought to expand the campaign by highlighting specific ways that a realtor guides their client through the home-buying journey, creating a deeper understanding of ‘Together, we’ll make home happen.'”

In this year’s execution, Klein stresses it was important that the campaign maintained a strong and consistent visual approach in order to continue to captivate the audiences.

Klein says the last year has been a challenging one for Canadians, with more uncertainty than ever, but adds that there is also a growing sense of optimism, and buyers (both first-time and repeat) are big contributors to that.

“We wanted to make sure we were connecting with people at all stages of the home-buying journey,” says NFA executive creative director Stuart Macmillan. “The concept of home is deeply personal, and this campaign recognizes the uniqueness of each person’s needs. We did not want to take a ‘one-size-fits-all’ approach.”

NFA built the media strategy and executed it, and while not disclosing spend, says that positively impacting trust in the industry and profession is a long-term challenge that requires commitment at many levels.

As Macmillan explains, this year’s campaign has a very similar media mix with linear and connected TV, OOH, digital and social (including influencer marketing). It also has targeted sponsorships that will roll out in the fall.