Best Financial Services Integrated Ad Campaign

There is a growing housing crisis in America. Low inventory and rising interest rates are making the American dream just that—a dream—especially for low-income families.

The good news: there’s a solution—manufactured homes. The bad news: there’s still a barrier getting in the way—stigma. Manufactured homes come with a deeply rooted misperception that they’re low-quality trailer-park mobile homes. That’s simply not true of new manufactured homes. When we showed focus-group photos of manufactured homes, 85% of participants didn’t realize that’s what they were.

To get more Americans into high-quality homes they own, Fannie Mae needed to take manufactured homes from stigma to status symbol. To do this, we moved beyond rational and got emotional—because when people buy a house, they’re investing in a life they see a future in.

Home. Made. connected the craft, quality, durability and build choices of new manufactured homes to the life waiting to be lived in them. Photography showcased the features that are marks of respect, curb appeal and validation of a good investment. Once this emotional connection was made, we proved to our audience that manufactured homes are an affordable, attainable option worth investing in with Fannie Mae’s MH Advantage mortgage.

Contributors:

Creative Director:	Karrie Gurnow
Creative Direction/Copywriting:	Joe Moore
Art Director:	Reger Jacobs
Sr. Art Director:	Melody Ossola
Creative Technologist:	Ian Maroney
Chief Strategy Officer:	John Roberts
Director of Client Services:	Jennifer Piper
Sr. Account Executive:	Emma Zaremba
Account Executive:	Sydney Aspenleiter
Fannie Mae Marketing Lead:	Jenica Wang

TRUTH COLLECTIVE

Location: United States

About the Agency:

We are creative fuel for ambitious marketers. We make brand experiences that matter. The kind that transforms people, products, enterprises, everything.