Royal LePage, one of Canada’s most recognized real estate companies, has launched a new national brand campaign entitled Agents of a different stripe. The campaign shines a spotlight on the trusted role Royal LePage REALTORS® play in guiding Canadians through one of life’s most important milestones – buying or selling a home.
Celebrating life’s big moves
The integrated digital campaign is designed to strengthen Royal LePage’s brand presence and help attract new clients. The creative brings to life the real, relatable – and often humorous – reasons Canadians decide to move, while reinforcing the brand’s proven success with bold statements like ‘A Home Sold Every 3 Minutes.’ Together, these stories showcase how Royal LePage agents go above and beyond, focusing on every detail to meet their clients’ unique needs and help them achieve their dreams.
The ‘stripe’ in the campaign is a nod to the brand’s well-known logo, symbolizing a home’s picket fence.
Running through early November, the campaign will reach audiences across English and French Canada, focusing on Canadians aged 30 to 60, including younger buyers and newcomers entering the market.
Creative that stands out
The campaign was developed by Mackie Biernacki, with support from Quebec-based Bureau des Artificiers, animation studio Little Giant, and OSO Audio. The ads can be seen on Amazon Prime, YouTube, Meta’s platforms, and digital billboards across the country.
“We wanted the creative to highlight what makes Royal LePage and their agents different. They’re not transactional players. Instead, they use their experience and knowledge of local neighbourhoods to help Canadians find a place to call home, even in these challenging times,” said Malcolm McLean, President and CSO, of Mackie Biernacki.
The campaign blends national exposure with local insights, helping Royal LePage’s message connect more directly in the markets where buyers are most active.
“The strength of this campaign lies in pairing national scale with geo-level insights. By understanding where home buyers and sellers are most active and tailoring our media approach to those regions, we’re able to drive stronger recall and efficiency,” said Emily Clarey, SVP at Epitaph Group, who leads media strategy, planning and buying.
Want to see more of the campaign? Check out the Royal LePage YouTube Channel.