The campaign is still proudly rooted in the Move Confidently tagline — it is undeniably the BHHS Chicago anthem, and it rings just as true today.
Make Room — to live, to dream, to play, to grow. More than simply a space to be occupied, the word “room” looms large in our minds, conjuring images of opportunity, possibility and a life well lived. Making room is an intentional act to build the kind of life you want, surrounded by the people and things that make you feel at home. With references to both concrete and abstract ideas, Make Room is aspirational and unrestricted.
The campaign showcases a group of 12 agents and managing brokers who are situated in bright, monochromatic interior scenes, created as distinctive and alluring digital renderings, that represent their favorite space at home. They have been photographed in-studio and digitally placed into these vibrant vignettes to maintain a kind of “otherworldliness.” To reinforce the visual settings, we have captured the participants’ personal narratives that illuminate why that room matters most to them, using them as written stories that appear in detailed narratives on the campaign microsite.
Once again, our creative approach celebrates real stories told by real people to establish touch points for audiences, and to demonstrate what it means to Move Confidently. By homing in on universal interests and experiences, the Make Room campaign is relatable, resonant, accessible and of course, utterly human.