Connecticut REALTORS, the state’s largest real estate organization, sought to express the necessity of its services to homebuyers. Boston-based ad agency Sleek Machine developed an out-of-home campaign that riffs on real estate signs. Each sign introduces a term often used in the buying and selling of homes that may not be known by average consumers, such as “muniment” and “picocurie.” The campaign also includes transit and mall posters, highway boards, and a landing page with definitions of all the terms detailed on the out-of-home campaign, demonstrating the importance of consulting experts who understand the subtleties of purchasing homes.