The new StreetEasy campaign from Lightning Orchard is...

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Actually, I’m sorry to disagree with you all, millennial hipsters. I find the monsters really cool. After a long day dealing with people like you at the agency, the monsters make my day on my way to Brooklyn.

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And ppl like you are gonna get laid off. And you won’t be dealing with millennials.

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The Venn diagrams campaign was a thousand times better, and actually hit a strong insight. This just looks like borrowed-interest-heavy student work.

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Yeah and looking back at them they aren’t all that inside New York-ish. Those could easily work in any city. So the reason I didn’t hate them is because they weren’t born out of the thing that irks me.

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The previous campaigns were stronger.

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I NEED someone to explain to me the art direction/design on these speech bubbles........... .... .....

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likefunny

Somehow they messed up every aspect of this ad. From branding, to strategy, to concept, to copy, to art direction, to photography, and to the design of the layout. Amazing.

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👆see to me the NEW campaign actually feels like it’s written by someone not from NY. All the insights feel cliche’ and fake. The hot dog one is the best example. People in New York don’t actually eat that many hot dogs, or care what you put on them. It sounds like someone who went to a Yankee game once wrote these

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This is exactly how I feel ACD2. Who comes to NYC for hotdogs? That's a Chicago thing

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The old campaigns had wit and humor. The new ones make me cringe. This newest campaign is literally just photos.

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Yeah I’m not an ad snob at all but these just aren’t good compared to the OOB work - from the insights, to the art direction, to the copy.

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Not good. No more monsters debating NYC (hard to get worse than that). They somehow made the campaign even more meaningless with no copy at all and just pictures of New York City. That’s the entire campaign... just photos of New York City.

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Fun things are fun. It’s easy to forget that.

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When has a client ever fired an agency for that?

Total shit.

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Why would they switch agencies to begin with? office of baby was making such good work for them

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They do they just rebranded interesting development but they were office of baby when they did streeteasys ads

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I think everyone is having such a visceral reaction to this campaign because the StreetEasy ads have become somewhat of a New York staple, especially in advertising. Almost like manhattan mini storage or dr zizmor.

New York is filled with shit advertising on the subway but StreetEasy was a consistent bright spot. So to see the quality of the ads noticeably drop to horrifying levels is depressing.

New Yorkers loved those ads because they weren’t pandering, they were clever, and they spoke to how New Yorkers REALLY felt about living in this city. The new campaign feels like some cheap attempt at appealing to a version of New York you might hear from someone who visited once. Or has never visited. They’re no longer authentic, and it’s almost like seeing an old friend who has changed in all of the worst ways.

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I really thought Streeteasy just went with Fiverr it was so bad.

likefunny

I love this campaign. If you are a true NYer you will get it

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They make cringe on the way home and the insights aren't always true to just new York

I agree it’s lazy creative work, but I’ve seen tons of friends in NYC sharing pictures of the subway ads in their IG stories. If their KPI was conversation and buzz, they nailed it.

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A big step down in every way

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Looks like the ad had a lot of collage inspo on the pinterest door

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I find these so confusing. Not because I don’t understand them, but because I’m confused why they resorted to this? It doesn’t speak to their brands value or service at all. You could literally put any single other brand over Street Easy and it would make more sense. Also, what’s up with the monsters? They’re awful looking, but is that a thing people are into? Part of a cultural niche? Crazy how they had the smartest ads on the subway last year. Must be new cmo/marketing person at street easy.

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SCW1, nope. When you have to sort through many, many junior books over the years, you see patterns. It’s the first thing they do. They also love to say “Reason # 578: a random fake number next to a fake tip.” Or a fake dictionary definition. Or, they make a campaign about hot sauce. Condoms. Miracle-Gro. Etc etc etc. They all do it.

My friends love this campaign. Fun things are fun. I just wish there were more zombies.

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My take on the monster campaign: everyone wants something different. Street easy makes it easy for everyone.

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Yeah that would have been better but that’s not quite what was executed.

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Simple solution to know if you are paid well.

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