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Century 21: Abandonment by MullenLowe

Agency: MullenLowe
Client: Century 21
Date: Feb 2020
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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.


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

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