ABOUT THE CAMPAIGN:
The National Association of REALTORS was facing a major relevancy issue. In an age of listing apps and websites, many potential homebuyers considered REALTORS to be more of a pest than an ally. We wanted to change this perception and show REALTORS for the knowledgable, personable professionals they truly are, and who better to do this than America's favorite REALTOR, Modern Family's Phil Dunphy?
The initial assignment was to write a few TV spots featuring Phil Dunphy, in character, but it quickly became clear there was the potential for a much larger campaign. We thought back to an earlier episode of Modern Family, from Season 4, where Phil gives his daughter Haley a collection of life lessons he dubbed his "Phil's-osophies," and we said, "Why couldn't Phil do that with real estate advice?" And thus "Real Estate Phil's-osophies" was born.
Both the National Association of REALTORS and the creators of Modern Family quickly latched on to this idea as it stayed true to both brands, and in the end, we had more than a few TV spots — we had ten. And a whole mess of social media content, too.
2017 One Show Merit - Brand Integration
2017 Effie Award Finalist - Real Estate
2017 MITX Finalist - Brand Integration
2017 Webby Award Honoree - Integrated Campaign
2016 HATCH Awards
- 2 Gold for National TV Campaign
- 2 Gold for National TV, Single Entry
- 1 Gold for Innovative Use of Media
- 1 Silver for Best Use of Branded Content
- 1 Silver for TV, Single Entry
Client: The National Association of REALTORS
Agency: Arnold Worldwide
Executive Creative Director: Sean McBride
Creative Directors: Josh Kahn & Nate Donabed
Art Director: Ashley Herrin
Copywriter: Liz Breen
Directors: Steve Levitan & Christopher Lloyd
Throughout the campaign, NAR's social channels published weekly "Phil's-osophies" content, which ranged from reaction GIFs to text animations to what we came to call our "Phil's-cabularies," Phil Dunphy's terms for all the complicated emotions of the home buying process.