Last fall, Bill Smith, the entrepreneur behind Shipt, the same-day delivery service that sold to Target for $550 million, jumped into his latest venture. In November 2019, he debuted Landing, a flexible living platform that promises to give consumers a “home” pretty much anywhere they want, without the hassle of moving furniture and signing a long-term contract. Smith founded the company based on his own personal experience, having dealt with the frustrations of having to uproot his family and move to San Francisco while he was building Shipt.
“When I arrived, I was immediately struck by how difficult it was to rent an apartment,” he wrote in a Medium post. “From countless phone calls and coordinating movers to furnishing an empty space and setting up utilities, it was a massive inconvenience and extremely tedious.”
From that, Smith put $15 million into founding Landing, and this past February, the company earned $30 million in additional funding. While its appeal to investors might be clear, for consumers, perhaps not so much. So this summer, in the middle of the pandemic, the company set out not only get its name out there, but also explain what sets it apart in a lodging landscape filled with everything from short-term rental options like Airbnb and Sonder, to traditional homes.
Landing Chief Marketing Officer Andrew Speyer, former Global Brand Director at Airbnb as well as a vet of agencies including The Community and Grey Group’s The Wing, earlier this year tapped San Francisco-based agency Erich & Kallman to get that job done. What resulted is a charming, animated campaign full of whimsical illustrations and copy showing consumers how they can “Live Everywhere,” courtesy of Landing.