“Your Own Story” is a rallying cry for homeownership and a call to take pride in the journey to get there. Through honest storytelling, we’re addressing the most common barriers head on—minimum credit score, down payment requirements, and knowing where to even start. By making our message easily digestible and education-focused, we’re giving our audience the tools and confidence they need to start their own story.
Fannie Mae Start Your Own Story
Homeownership is a major life accomplishment. But for many people, misperceptions and intimidation make the homebuying process too overwhelming to even consider. Even more, money and education are a key part of homeownership and both can make people feel inadequately prepared. To help Fannie Mae empower more people to achieve the homeownership dream, we needed to make the uncomfortable comfortable—and fun.
Unlocking potential and turning dreams of homeownership into reality.
Connecting with our audiences’ reality
Through beautiful illustration and animated narratives, our audience can feel connected to the internal realities of our storytellers—their challenges, and their drive to succeed while creating a simple, imaginative and hopeful world we want them to associate with their own homeownership journey. Choosing illustration proved to be serendipitous as production wasn’t impacted by the pandemic lockdown when location shooting was not possible.
- "Where Do I Start?" :60
- Down payment :60
- Credit score :60
All media leads to a homebuyer education website with easily consumable, gamified content.
This robust site takes users step by step, fact by fact, through the homebuying process. Starting with how to decide if you’re ready to buy through how to maintain a home once you buy it, there are quizzes along the way to provide a deeper level of engagement and help homebuyers feel excited by and invested in the skills they’re learning.
WebsiteA go-to, educational hub for our audience.
- Leading with the facts, one at a time
- Instagram stories
- Interactive Display
Making education empowering
Through honest insights, we were able to develop meaningful creative that brings excitement, resources and motivation to an overwhelming process and help more people feel empowered to buy a home of their own—ultimately helping Fannie Mae to support more opportunities for homebuyers.
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