Once we landed on “Win the Game of Real Estate” as a tagline, we knew we wanted our ads to feel like a nostalgic game board. By drawing inspiration from the games we grew up loving, we felt we could add a timeless element to the ads. Many board games have fun, wit, and humor in the copy and visuals, which we stayed true to, while adding a little grit and street art flair that would speak clearly to our NYC audience. Artist Jon Contino helped us land those visual twists and add that New York edge that made this campaign feel tailored to the city. We felt if we could draw people into the campaign, they would understand how StreetEasy can help them win regardless if they were buying, renting, or selling a NYC home; we also hoped they might discover something new on a second or third viewing.