Real estate, it’s just easier with a broker.

Launching across Quebec on September 14. Building on its ongoing efforts to promote the value of the profession, this latest campaign shines a light on the real estate broker’s important, and sometimes unsuspected, role.‍

The concept is built around a simple contrast: while clients go about their daily lives with peace of mind, their brokers are hard at work behind the scenes. The idea is inspired by the image of a swan gliding gracefully across the water while, beneath the surface, its feet paddle tirelessly to keep it moving forward. The same is true of a real estate transaction: while clients go about their day, their brokers act as true allies, leveraging their networks, bringing in the right expertise, anticipating risks and resolving unexpected issues to successfully close the transaction.‍

“We were looking for a way to express both the benefit for the client (peace of mind) and all the work brokers do that clients don’t always see. And we wanted to do it in a friendly, entertaining way,” explains Philippe Natewajko, Art Director at Tam-Tam\TBWA.‍“

Through casting, settings and situations that reflect Quebec today, the campaign makes it easy for consumers to see themselves in the different scenarios. It highlights a relationship in which expertise and guidance go hand in hand, while reinforcing the promise at the heart of the campaign: “A broker makes real estate easier.”‍

Launching September 14, the campaign will run on television and online streaming platforms, on radio and Spotify, in out-of-home advertising, and across digital channels, including web banners and social media. This integrated rollout brings together Tam-Tam\TBWA’s creative expertise and Innovo Média’s strategic media approach, with Innovo Média overseeing planning and buying.

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