Housing is hard. Especially for young people looking to buy their first home. It’s so frustrating that many are disengaging with the process entirely. Our research showed that a large percentage of mortgage-ready millennials had begun tuning out all things housing — even if they had aspirations of owning.

So how can Freddie Mac break through to an audience that is actively looking the other way? And what do we even tell them when the market did not show signs of turning around? We had to catch them with something simultaneously relatable and unexpected. Then, once we had their attention, we could show them that there are steps they can take now so they can be ready in the future.

We built a splash campaign around the kinetic energy inherent in the word “move” — recontextualizing it from the idea of “relocating” into notions of action, momentum, and progress. In emphasizing choice, we provided concrete steps that offer would-be buyers agency in their journey.

The sum is packaged with a daydream-like spin that makes down payment assistance and credit building feel like options worth dancing over.