We wanted to come up with a concept that would walk people through the basics of condo ownership while also highlighting StreetSide as a reputable developer — a venerable quality in the Winnipeg condo development market, where many projects never get off the ground.
Before we could approach conceptualizing this campaign, we held discovery discussions with StreetSide and with condo owners to get a sense of what motivates renters to buy. We also looked inward: As homeowners ourselves, the UpHouse team had a lot of great insights into the value of buying over renting.
What we discovered in these discussions is there are dozens upon dozens of very personal reasons people can benefit from owning over renting — everything from the big stuff, like building equity, to the little things that make life more enjoyable, like being able to paint walls. So we proposed the campaign concept “100 Reasons To Own” — a catchy and organic-feeling idea that would centre on highlighting the many big and small reasons to buy a condo.
With a strong, engaging concept to guide us, we got to work developing the campaign story and visual identity, as well as concepts for an educational video series rooted in storytelling. We created a simple, clean hashtag-style logo to reinforce social media promotion, and developed a concept design featuring a bolded number paired with smart and playful benefits of condo living.
This visual and conceptual branding was carried through the videos, and to bring a fresh, playful element to the series, we layered animated line illustrations over live video footage. The videos focused on educating first-time home buyers, with a focus on incentives and savings on sunk costs compared to renting. We also profiled a couple who bought a StreetSide condo to bring a human element to the campaign.