Vote for Homie
An award winning political-style guerilla marketing campaign in the heart of Phoenix, AZ.
Execution
The campaign launched across the Phoenix metro area in September 2018, timed to coincide with peak political campaign visibility.
Campaign assets included:
Large-scale out-of-home billboards
Political-style yard signs placed throughout neighborhoods
Branded campaign t-shirts for street-level promotion
Digital banner ads and homepage takeovers on AZCentral.com and Phoenix New Times
The visual system was designed to mimic authentic election campaign materials while reinforcing Homie’s brand identity through its distinctive teal color palette.
Constraints
The project operated on an extremely tight timeline. The agency was approached in September 2018 and the campaign launched within the same month in order to capitalize on the visibility of the midterm election cycle.
Rapid concept development, design production, and media coordination were required to deploy the campaign at scale across the Phoenix market
My Role
Art Director, knoodle
Led art direction and established the campaign’s visual system
Managed the design team responsible for campaign production
Produced and approved final artwork across all media
Coordinated closely with the media team to maximize placement value
The Idea
Art Director, Homie – “Vote for Homie” Campaign (2018)
To launch Homie in Phoenix during the 2018 midterm election season, we framed the brand as a political challenger to traditional real estate commissions.
Using Homie’s signature teal brand color, the campaign positioned the company as the “Teal Party,” promising Significant Change by replacing percentage-based commissions with flat fees that could save home buyers thousands.
By adopting the visual language of grassroots political campaigns—bold slogans, yard signs, and election-style messaging—the campaign turned a complex financial value proposition into a simple, memorable call to action: Vote for Homie.
Execution
The campaign launched across the Phoenix metro area in September 2018, timed to coincide with peak political campaign visibility.
Campaign assets included:
Large-scale out-of-home billboards
Political-style yard signs placed throughout neighborhoods
Branded campaign t-shirts for street-level promotion
Digital banner ads and homepage takeovers on AZCentral.com and Phoenix New Times
The visual system was designed to mimic authentic election campaign materials while reinforcing Homie’s brand identity through its distinctive teal color palette.
Results
The campaign generated significant awareness for Homie in the Phoenix market and drove a strong increase in platform signups and customer leads.
Local and national media coverage, social media discussion, and public visibility generated substantial earned media value. When compared against the campaign’s media investment, the initiative produced an estimated 86:1 return on investment, based on the calculated value of earned media exposure.
The campaign was later recognized by the advertising industry, earning a Gold ADDY Award for Guerrilla Marketing Campaign at the 2019 American Advertising Award