DESIGNED FOR LIFE.
LIVED BY YOU.
A BIG OLE’ CAMPAIGN
It all started with some simple projects, interviews in model homes + general clips and pics of families living their life. But our relationship with Fischer Homes crew quickly and exponentially when they said “We want a new campaign with a ‘REAL’ song.” The song was a key point for leadership at Fischer Homes. Having seen other ads featuring catchy classics that get you humming all day long after watching it, leadership said “That’s what I want!”
While understood, we had to walk it back just a bit to the starting point. We said, “You want to pick the color of the roof before you have built the foundation. You can know what color you want, but the roof alone won’t a strong house make.”
It clicked.
Back to the start… while also still choosing the roof color.
VOICE, SOUL, & HEART
We chose to idenfity the three main areas the groundwork needed in order to accomplish the task at hand. Identifying them as Voice, Soul, & Heart gave all of us, including the Fischer Homes marketing and leadership teams targets to check off before the first “Action” call.
THE VOICE
The Fischer Homes team had already went through a rebrand of their existing type, logo, and website but hadn’t landed fully the plane on a new tagline. Working closely with the marketing staff, we workshopped countless options. The sentiment and tone of the brand was simple; elevated with heart. The tagline needed to reflect the serious customization and lifestyle a Fischer Home affords their resident while also making sure the focus is on the customer as a house without people is just a building.
THE SOUL
The soul of the piece was simply put the music track chosen. It needed to be iconic, full of life, catchy, while feeling upscale, polished, familiar with a sense of IFYKYK. After long exhaustive search a few top contenders were clearly the best, but only one could be chosen. Leaning into something more classic, the final decision was made and now just feels like it couldn’t have possibly have been anything else. “Can’t Take My Eyes Off of You” by the legendary Frankie Valli was like Baby Bear’s Porridge. It was juuuusstttt right.
THE HEART
Most home builders ads focus on details and design solely. While we wanted to be sure to hit those notes of refined upscale design through beautiful shots of the features of our homes, we knew it needed to be more. The chosen concept, arrived alongside our team and the FH marketing squad, was named “Coming Home.” After a long day of work, a long time away, or even just a short trip to the grocery store, the feeling of coming home is a ubiquitous feeling we all experience almost every day. Focusing around that and scenarios across different demographics, we put the focus on the people rather than the structure, showcasing the features and design of Fischer Homes’ through narrative versus something that could have been an email.
THE RESULT
Through a series of long form, :60s, :30s, :15s as well as OOH including billboards, print, banner ads etc we have created a campaign for Fischer Homes that will leave a mark in the expanding markets they are in. Creating a non-typical builder ad was the goal using a catchy and instantly recognizable song. Mission accomplished.
And apologies for getting this song stuck in your head.
Well actually. Sorry, not sorry.
CONCEPT BOARDS
