These ads tell the ugly truth about real estate listings

Outdoor campaign for Localize.city is running in New York

Published On
Oct 16, 2019

Editor's Pick

Real estate startup Localize.city is trying to capture the attention of New Yorkers with an outdoor campaign that reveals some of the ugly truths about prettified real estate listings.

The ads, created by Interesting Development, look like typical listings, with images of pristine, brightly-lit and tasetfully decorated apartments. However, scrawled across them like graffiti are words such as "Bed Bugs," "Construction Hell" and "Elevator Always Broken," revealing the hidden truths of what New York apartments can really be like. The tagline is "Find the truth. Find a home."

The campaign highlights Localize.city's proposition of alerting renters and buyers to potential problems. It will be running until December on subway platforms and on trains, taxi toppers and buses, all in highly foot-trafficked areas of New York. 

"While other home search platforms just show you ads for apartments, Localize.city is the first one to actually tell you the truth,” said Steve Kalifowitz, president of Localize.city in a statement. "I’ve seldom seen a campaign that manages to grab the audience’s attention for two very shocking reasons: one, telling the truth, when the truth is so upsetting, and two, delivering a bold message from an industry [real estate] not known for being trustworthy." Kalifowitz previously worked at R/GA and Twitter before founding the startup.

The campaign is also a marked difference from Interesting Development's previous real estate work, which whimsically captured the struggles of apartment search for Streeteasy. 

Credits

Date
Oct 16, 2019
Client:
Localize.city
Agency:
Interesting Development
Chief Creative Officer:
Paul Caiozzo
Head of Brand Development:
Nathan Frank
CEO/Managing Director:
Tamera Geddes
Group Account Director:
Shannon Coletti
Head of Strategy:
Tom Haslow
Strategist:
Dave Collins
Group Creative Director:
Suz Keen
Creative Director:
Micheal Hagos
Creative Director:
Johan Leandersson
Copywriter:
Nate Mayer
Art Director:
Drew Biggapples
Head of Design:
Phillip Nessen
Sr. Creative Producer:
Jonno Durant
Producer:
Raquel Duarte

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