StreetEasy acknowledges that the New York "dream" of property ownership is a little different to that of most of America, in a new local push by the real estate brand.

The new campaign, devised by Preacher, is called "The Dream Is Different Here” and uses real photography, unlike past efforts that have focused heavily on illustration. The images, by photographer Peter Yang, capture “the NYC dream,” alongside playful copy, with lines like, “Have all five boroughs of backyard” and “A front yard is a state of mind.”

The ads drive home the message that New Yorkers have different priorities when it comes to property, in an effort to target both buyer and seller audiences as StreetEasy prepares to launch new tools. It also highlights StreetEasy’s relationship to its owner Zillow for the first time.

The ads are running across digital & social channels including Facebook, Instagram, YouTube, as well as display ads and throughout subway cars and on taxi tops. The campaign will also include wild postings throughout NYC, including large scale billboards in Williamsburg, NoMad and Noho.

"After years using various different illustration styles to bring out-of-home campaigns to life, it was incredibly exciting to be part of StreetEasy’s first foray into photography-based work. The challenge was to keep the same knowing charm & edge that previous campaigns had become known for, while featuring a handful of the kinds of specific people and living situations that can only be found in NYC,” said Mel Lin, associate creative director, Preacher, in a statement.

"This campaign underscores an exciting year for StreetEasy as we more deeply expand our offerings to better serve buyers and sellers in the NYC market,” added Bridget Sullivan, StreetEasy’s head of integrated marketing. “StreetEasy is already the most trusted resource for NYC renters, but we know that for many New Yorkers, home ownership is the ultimate goal. In this next chapter StreetEasy will continue helping New Yorkers unlock their next home, regardless of whether they’re buying, selling, or renting.”