Feels Like Home

Spring is here, and with it a new campaign for one of the UK's biggest housebuilders, Bellway.

It’s the season for new energy, blooming from the winter gloom and for many, a time when they start to look around at where they live and wonder if it’s time for a change. After months cooped up in spaces that don't quite fit, the itch for something new kicks in hard.

Building on the success of our Boxing Day 'What if' campaign, we've been working with Bellway to roll out their new brand, while continuing to turn up the emotion and humanness in their messaging in order to drive sign-ups. 

For our springtime campaign, we developed upon Bellway’s new brand, created by Wolff Olins. In a market often seen as lacking character, Bellway knows that people want homes that match who they are, with details that match their taste, which is why Bellway is building a brand that Feels Like Home.

The new brand shakes up the stereotypically soulless image new builds can face, and our job was to take that sentiment and build a campaign with an emotional message strong enough to move – for the first time – four very different audiences: first-time buyers wanting their own space to put their stamp on, growing families needing room to breathe, folks ready to reclaim what's theirs and downsizers after something perfect from day one.

We centred our campaign around the idea that a Bellway home is like a blank canvas, waiting for the life you bring to it, using the new brand line, Feels Like Home, as our anchoring point.

The campaign is live now, running nationally across the UK until 25th May across 30" VOD on ITVX, paid social on Meta and TikTok, YouTube, programmatic and digital audio.