Coldwell Banker Brings It Home with Film Festival
Coldwell Banker has launched a new film festival centered on the idea of “home” and what it means to people. The real estate giant plans to solicit short films from around the world and is offering a $25,000 grand prize to the top rated video. So far, the competition has already received entries from India, China, the United Arab Emirates, and Mexico, in addition to the United States. The festival will run online via ColdwellBanker.com from Monday, Sept. 9 through Sept. 27.
The real estate franchise, founded in 1906 has around 3100 offices throughout the United States and the world. Coldwell has touched on this theme before with their “Value of a Home” campaign in the U.S., but this newest push aims to bring the theme to a global audience. With Americans still struggling to lift themselves out from the rubble of the housing crisis, Coldwell Banker hopes that their festival can remind homeowners that the value of a home extends far beyond equity lines and mortgage payments.
Senior VP Sean Blankenship remarked in a press release that “too often home ownership is viewed through the grown up lens focused largely on the financial and investment aspects of our homes. We thought it would be fun and heartwarming to go beyond that, look past housing headlines and gain a unique perspective of what home really means.” One thing’s for certain: whoever wins top prize won’t have to fret about their mortgage payments for quite some time.
Pretty cool to see a brand campaign that understands that people (not “end users”) are at the core of online engagement.