A child adapts to moving to a new house in homebuilder KB Home’s short film

Starting a new life in a different place, a new home, is difficult, especially for children. That universal truth is carefully acknowledged in a short film from U.S. homebuilder brand KB Home, which launched its new brand platform, “We See You,” on Monday. Created by agency Team One, “New Beginnings” takes viewers on a family's journey in search of a new home. A couple checks out various styles and spaces, ready to make a move. The only problem is that one tiny member of the family isn’t thrilled. As a result, KB Home concocts a clever idea to help make her transition easier, and it entails a mini personalized home of her own. The film and brand platform come as KB Home works to promote its personalization offerings to differentiate itself from what Chief Marketing Officer Amit Desai calls a “sea of sameness” in the homebuilding category. “Our marketing efforts were not effectively communicating our true point of difference. Many buyers assumed all builders said and did the same things,” he told Ad Age, adding that KB Home builds homes “for all of life’s small but epic moments.” “It’s why we put our experience in the service of our customers’ dreams and partner with them to design a new home that is a reflection of them,” he continued. “We recognize that a home is the largest and most emotional purchase that most people make in their lifetimes.” The “New Beginnings” campaign will run across digital streaming, online video and social media from January through July, alongside the homebuilding category’s key selling season. Additional campaign elements include shorter cuts of the film running across paid media, social media, digital platforms, collateral, sales office and design studio spaces, out-of-home and more. KB Home will also run the brand platform across all employee communications, including newsletters, employee portal, business office signage and recruiting materials. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

A child adapts to moving to a new house in homebuilder KB Home’s short film

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