Otodom's Latest Campaign Explores the True Meaning of Well-being at Home

Otodom's recent campaign explores the emotional essence of home, inspired by the results of their "Szczęśliwy dom" [Happy Home] survey. The campaign, developed with Leo Burnett Poland, focuses on how people experience well-being through their senses. Over ten weeks, the campaign brought to life various emotional and sensory needs through a series of thirty-second commercials. The creative direction highlights that a home is more than just a place; it’s where everyone should have the right to live as they truly feel.

The campaign presents three authentic stories: a young girl moving in with her grandmother, a patchwork family, and a neuroatypical boy with his dog. Through these narratives, viewers experience the understated emotions and unique sensory journeys of each character. The spots emphasize touch, light, and calm as key elements of happiness in a home—proving that a house should evoke feelings beyond aesthetics or financial considerations.

"Empathy. I think that was the word we often said to ourselves when creating this campaign," shared Radek Dudzic from Leo Burnett Poland. He explained that the team aimed to bring authenticity to the characters’ stories, rather than simply producing advertisements. "We promised ourselves that we weren’t making commercials; we simply tried to tell the stories in the best possible way."

For Otodom, the campaign is also an opportunity to discuss neurodiversity and how it affects the way individuals experience living spaces. Anna Adrian, head of marketing at Otodom, emphasised the importance of self-awareness in the home-buying process. "Our concept of 'stimulating' the senses is meant to start a discussion about neurodiversity in the home. Each of us reacts differently to external stimuli and has different sensory sensitivities. Our campaign aims to educate people about self-awareness, and we want to give courage to all those who are looking for a happy home," said Adrian.

In addition to TV spots on major networks, the campaign is supported by digital content, PR activities, and social media engagement. The cross-media effort also included the second Otodomówka, a unique press briefing featuring Otodom specialists alongside experts including Dr. Joanna Jurga, a neuroarchitect, and Jan Gawroński, a self-advocate and social deputy ombudsman for Children.

With this campaign, Otodom aimed to remind viewers that a true home should appeal to all the senses—where emotional needs are just as important as the physical space.