Responses by Michael Hagos, creative director, Office of Baby
Background: In just a couple of years, StreetEasy has become the authority on New York real estate. We’ve been fortunate to develop the marketing with StreetEasy over the past four years. Since New Yorkers were already familiar with all of our past campaigns, in year four, we had to find a new way to deliver the same insightful, humorous observations about what it’s like to try to find a place in this city—and do it in a fresh way.
Reasoning: Finding a place always involves balancing different factors and competing interests. But when you find your perfect place, it feels less like you’re settling, and more like getting the best of both worlds. Venn diagrams came out of that initial insight.
Challenges: The ads needed to be quickly understood, but in a visual manner. There are a lot of elements—non-traditional Venn diagrams, intricately designed maps, Easter eggs, and of course, copy—that needed to have just the right balance or the ads would make zero sense.
Favorite details: I’m personally proud of finding a whole new way to imagine a form as ubiquitous as a Venn diagram, but the most meaningful detail is the insight behind each execution. We tried to stay rooted in how real New Yorkers would think and talk about their homes, and the role it plays in their lives. We wanted each ad to feel like a peek into a real New Yorker’s mindset.
Anything new: We all gained a whole new appreciation for the dense geography of the city.
Visual influences: We fell in love with illustrator Adam Hayes’ brilliant maps, and we were excited when he agreed to draw maps of New York for our campaign. We loved the thoughtfulness and detail of his work. He brought his own perspective and instincts into the maps, elevating it to a level that we couldn’t have done alone.