Background

Over the last decade, the cost of buying a home in the Bay Area, and in much of the rest of the country, has skyrocketed to unprecedented levels, locking many people out of the possibility of ever buying a home. Unison, a San Francisco-based company that is pioneering a smarter, better way to buy and own homes, worked with Cutwater on its first ever brand campaign, “Together, you can.” highlighting the brand’s mission to fix what’s wrong with homeownership today and Unison’s commitment to helping homebuyers and homeowners get what they need.

art installation

To bring the campaign full circle we created a 40ft tower made out of doors. We dropped the installation in the heart of the famous San Francisco ports. The tower, much like its inspiration Coit Tower, is a symbol of hope. The Doors Tower is a reminder that having the house of your dreams in the Bay Area isn’t that far out of reach.

Each door of the tower was designed by a local Bay Area artist. It was important to utilize bay area talent to create a strong message to those in the Bay Area who don’t see owning a home in their near future.

Out Of Home

In case you look at these and think “hell no”, we thought the same thing. The figures you see in these OOH billboards are based on the average cost to live in the Bay Area. We decided to illustrate this fact by placing a blueprint underneath our message. Illustrating that fact that a home the size of the billboard you’re looking at would cost way more than it should.

BUS SHELTERS

Real People Cribs

In order to create more of a social media presence for Unison we took the hit show Cribs and flipped into something more realistic. We created a series of Real People Cribs episodes that highlight actual bay area home buyers across the greater bay area.