A Dream Home Turns to Ruin in RE/MAX Ad from Leo Burnett Chicago

20/03/2014

Sizzer

Music & Sound

Amsterdam, Netherlands

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20/03/2014

Sizzer Amsterdam creates a whimsical soundtrack for tricksy spot

RE/MAX, LLC has recently launched their first advertising campaign since the company went public last fall. Created by the real estate company’s new lead advertising agency Leo Burnett Chicago, “Dream With Your Eyes Open” campaign highlights the critical bond between home buyers and RE/MAX agents as Americans become more confident about the prospect of home ownership.

The TV commercials features eager home buyers hoping that they have, at long last, discovered their dream home. The campaign is anchored by a 30-second TV commercial, “Dreams.” The spot resembles a fairy tale story with CGI special effects and whimsical music; a story with a happy ending, thanks to a RE/MAX agent.

Leo Burnett partnered with Sizzer Amsterdam to compose the one-of-a-kind music featured in the REMAX spot. The unique sound was large in part due to talents provided by world renowned musician, Thomas Bloch, whom specializes in rare instrumentation like the glass harmonica, christal baschet and ondes martenot. Laurence Klinger said of the relationship; "In advertising we strive to use leading artists in their fields, it was a great opportunity to combine Sizzer Amsterdam and Thomas Bloch's talents to come up with a branded sound for Remax."

Supervised by Sizzer Amsterdam’s creative director, Michiel Marsman, the song is an esoteric and fantastic melody that sticks perfectly to the idea and concept of the dreamy TV spot but also to the global campaign. He adds " Working with Thomas Bloch was an absolute treat. As a Creative Director, I try to go for quality and craft, two words that apply to both Thomas Bloch as an instrumentalist and the instrument.”

"Jobs like this, where you get complete trust from the agency and client to create something beautiful is rare. I'm both happy and proud of the people involved - that we did this." explains Marcel A. Wiebenga - Business Development Director & Music Supervisor at Sizzer Amsterdam.

In addition to the 30-second commercial, a series of 15-second spots show specific scenarios homebuyers might face and how a RE/MAX agent can help. The campaign was created as a joint initiative between Leo Burnett Chicago and Lapiz, an agency specializing in emerging markets.

The 2014 ad campaign will run throughout the calendar year on major broadcast and cable networks with TV spots starting March 17 and print and radio beginning in April.

Client: RE/MAX LLC

Agency: Leo Burnett/Lapiz USA

Ad or Campaign: “Dream With Your Eyes Open”

Executive Creative Director: Laurence Klinger

Creative Director: Manuel Torres

ACD/Art Director: Flavio Pina

ACD/Copywriter: Lizette Morazzani

Executive Producer: Ken Gilberg

Producer: Mariana Perin

Senior Music Producer: Chris Clark

EVP, Director of Planning: Wells Davis

VP, Strategy Director: Howard Laubscher