StreetEasy - It's Okay to Look

Brand Campaign / Digital / Illustration / OOH / Strategy

How does New York City's preeminent real estate platform expand its audience and site traffic? By encouraging wandering eyes.

StreetEasy has long been transforming the exhaustingly archaic NYC apartment search to a more modern model—one built on legitimate listings and expert guidance. When StreetEasy approached Preacher for outside perspective, the challenge was clear: how do we establish StreetEasy not just as a place searchers go, but as their inspiring go-to?

What resulted was a city-takeover that injected thrill and excitement back into the search journey—all underpinned by StreetEasy's reassuring reliability. With alluring headlines and pulp-noir illustrations created by New York artist Sam Spratt, the campaign re-romanticized the idea of living in the city, opening people’s eyes to the amenity-based fantasies living behind closed doors and encouraging them to sneak a peek.

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