Scarecrow Dreams of a New Life in Rightmove Campaign from Fold7
Property website Rightmove today launches its latest campaign, inviting viewers to make ‘one day today’ by living out their dreams. The new campaign film was created by Fold7, the entrepreneurial creative company. The campaign encourages everyone to consider the different life they could have if they made the move they’ve always dreamt about.
The insight behind the campaign comes from research carried out by Rightmove. The market leader found that 69% of people who had moved in the last year chose to move to a different area, making a significant life change. Of these nearly two-thirds of these people (64%), said they were happier in the area they now live, compared with where they moved from.
The 30 and 60-second films open on a windswept field with a scarecrow. We see the longing expression in her eyes as she gazes at the cosy town on the horizon - a far cry from the crows, wind and cracked earth of her world. She closes her eyes, as she imagines of her life in the town below. In her dreams, she is a real person. We see her check her reflection in a shop window. She walks through the town in amazement. She reaches a cottage: her perfect dream house. As she walks towards the door the dream is broken and she is whisked back to the bleak, rainy field. A new day breaks. Two kids pass her by on bikes, stealing her hat as they go. But as they do, one accidentally drops a phone. A crow pecks the screen, launching the Rightmove app. She gazes at the screen and finds that at last, she can tear herself away from the poles. Slowly at first, she runs towards the town, towards her happy. And as she does, she is transforming - into the woman in her dreams. A title appears on screen: ‘One day could be today’, and then resolves to the Rightmove brand line: ‘Find your happy’.
Sarah Brown, Rightmove’s head of brand, said: “Our ‘one day could be today’ message is powerful because it’s universal; we all have a dream of a one day move. It’s a reminder of how we hold off on these moves, we let life pass us by, and a call to think about what if, instead of waiting, you made that move now. This ad is about celebrating and understanding the importance of taking action and making ‘one day’ you’ve dreamed about for so long, today.
“Estate Agents continue to be faced with record low levels of available stock this year, so we wanted to help them by encouraging people across Great Britain to think about what their ‘one day’ might look like, and to get started now.”
Dave Billing, ECD at Fold7, commented: “Every creative wants to film a fairytale and this has been a professional high for me. It’s the fantasy creative brief from the market leader – and a subject that’s close to the nation’s hearts. It’s no surprise that this film about dreams and wish fulfilment has been a dream brief to work on.”
The film was directed by Hanna Maria Heidrich, through Believe Media. The campaign will run across television and outdoor, including key London sites. The media agency is Electric Glue, with Talon Outdoor.
