Venables Bell + Partners has just launched a new brand platform for Opendoor, the leading digital platform for residential real estate. Opendoor has reinvented life's most important … read moretransaction with a radically simple way to buy, sell and finance a home. Through its new brand platform 'Be Open', VB+P has articulated how Opendoor has rebuilt the entire consumer real estate experience. The launch marks the first significant brand campaign effort under the leadership of Opendoor's new VP of marketing, David Corns. Since its inception, Opendoor has revolutionised the home buying and selling experience, in part by its online process of cash offers, making what can be a very stressful process easy, fast, and stress-free. The new brand platform aims to build awareness and understanding of Opendoor’s offerings in a thoughtful and emotive way. Speaking to a broad demographic that ranges from young families selling for the first time all the way to experienced sellers who are preparing for retirement, Opendoor’s appeal are helping consumers to focus on their life transitions without all the hassle that comes with selling a house. The campaign's centrepiece is a minute-long anthem spot, 'Life’s Doors,' showcasing a diverse cast of everyday individuals, each suddenly faced with one of life’s opportunities knocking, wagging, or buzzing at their door. From a city slicker contemplating the goat farm life to an aquatic proposal to a playful retiree winning the grand prize in bingo, all abruptly hit with the gut-punching realisation of having to deal with their house. Opendoor and VB+P collaborated with highly acclaimed director Saman Kesh and Academy Award-nominated cinematographer Don Burgess to create a multitude of spots that illustrate the emotional rollercoaster of joy and anxiety when it comes to such a moment. The fully-integrated campaign launches nationally with broadcast TV and online video, radio, and outdoor, as well as with social and digital activations, which R/GA created.
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