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Properly breaks new campaign

Toronto-based real estate brokerage Properly has begun a new campaign called "Properly Moments" intended to illustrate how its services reduce the stress involved in buying or selling residential real estate. Developed by Juniper Park TBWA, the Ontario campaign consists of television commercials, online video, out-of-home executions, digital ads and social media content. This is Juniper Park TBWA's first work for the client. The videos were produced by Bolt Content. Media work is being handled by Initiative. The creative features television personalities Drew and Jonathan Scott. It uses the tagline, "Let's do real estate Properly."

"Daydreaming about a new home is a pastime for many of us, especially given the way we've been using every inch of our homes over the past two years," said Jessica van Rooyen, vice-president of marketing at Properly. "But for many homeowners, the complexity and stress of the real estate process is one of the things holding them back from actually moving into a home that better meets their needs. Properly's ability to rearrange the transaction process means that our customers don’t also need to rearrange their lives during a move. We're excited to show what this new approach to real estate can feel like through this campaign."

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