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Rightmove: One Day Could be Today
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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 film opens 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’.
Client Lead: Ryan Newey Related |
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