The Rental Rebellion, back in September 2018, was the campaign that launched the spanking new Tipi brand. It was a category-grabbing rallying cry to fellow Londoners who were putting up with shoddy renting, overpriced fees, hidden Ts & Cs and mystery landlords who never picked up the phone when anything needed fixing. Now that we had people’s attention, our challenge for the next campaign was to evolve and unpack the rebellion and take the brand to a wider audience.
So we decided to challenge the idea of what a rebellion looks like and how it operates. With the help of real rental nightmares and statistics (such as the Ofgem stat that it takes an average of 14 days to set up broadband and 17 days to set up electricity in a new home), we decided to tell four stories skewering the many pitfalls of renting in the capital; positioning Tipi as a welcome reprieve and solution to all the drama.
Outdoor, we rooted the rebellion firmly in the ‘real’ with sumptuous, spacious and beautifully lit photography of Tipi’s homes while the language unpacked Tipi’s USPs with its tongue firmly in its cheek; allowing us to develop the rebellion from the previous year in a modern, playful way.