Century 21: Abandonment by MullenLowe
- Location:
Century 21 Real Estate’s soon-to-premiere advertising campaign, 'Abandonment,' showcases a common challenge homebuyers and sellers experience while working with an average real estate agent.
Century 21 found that almost a quarter of people the brand surveyed who used a real estate agent said that their agent had not reached out to make contact with them following the closing, leaving them feeling a bit abandoned after being handed the keys to their new home.
As a brand committed to shifting the mindset of real estate from a mere transaction to an extraordinary experience, this breakdown in customer service inspired Century 21 to create the 'Abandonment' campaign. The series of social, digital, and broadcast TV spots demonstrate how its relentless agents go above and beyond for their clients throughout the entire buying and selling process.
It is set to debut 3 March across Disney Media Networks, followed by elements of the campaign airing on National Geographic later throughout the year.
Credits
Brand: Century 21
Chief Marketing Officer: Cara Whitley
VP, National Marketing & Events: Mike Temple
Brand Marketing Program Manager: Catherine Touhill
Marketing Specialist: Melissa Dougherty
Content Marketing Director: Ariel Jordan
Agency: MullenLowe
Managing Partner Chief Creative Officer: Mark Wenneker
Executive Creative Director(s): Tim Vaccarino & Dave Weist
Creative Director: Jon Ruby
Associate Creative Director(s): Erek Vinluan & Danny Streadbeck
Executive Director of Integrated Production: Lisa Setten
Head of Integrated Production: Zeke Bowman
Senior Broadcast Producer: Vera Everson
Assistant Broadcast Producer: Abby Cottrill
Director of Business Affairs: Kim Burns
Business Affairs Manager: Lindy Agron
Group Account Director: Emily Brooks
Account Director: Michelle Feeley-Bell
Account Executive: Isabel Friedman
VP Strategy Director: Matt Mullen
Junior Strategist: Kai Douglas
Account Director, PR: Colin Brown
Senior Account Executive, PR: Dana Hershman
Social Strategy Director: Courtney Lada
Social Strategist: Molly McDonald
Production Company: Dummy Films
Director: Harold Einstein
Producer: Michael Kanter
DP: Jonathan Freedman
Editorial: Arcade Edit
Editor: Dave Anderson
Assistant Editor: Max Hoffman
Producer: Arlene Perez
Executive Producer/Partner: Sila Sayer
Online/GFX: Arcade Edit
VFX Artist: Tristian Wake
VFX: The Mill
Executive Producer: Anastasia von Rahl
Senior Producer: Alex Bader
Production Coordinator: Bret Aros
Creative Director: John Leonti
VFX Supervisor: Alex Candlish
2D Artist(s): Jeff Langlois & Yukiko Ishiwata
Matte Painting Lead: Itai Muller
Color: Company 3
Colorist: Tim Masick
Audio Post: SoundLounge
Mixer: Tom Jucarone
Producer: Lauren Mullen