The new global brand campaign “1 of 1” aims at positioning the Sotheby’s International Realty brand as the Curators of the Unique; connecting the world’s most distinctive homes with the most extraordinary lifestyles.
By adopting the notion of “1 of 1,” which typically refers to something one-of-a-kind, Sotheby’s International Realty showcases homes for a new era of luxury. This approach is defined by the company’s keen eye for a home’s special attributes and the unique experiences and lifestyles they offer.
This campaign builds on the brand’s strategy to connect with an emerging affluent generation of buyers that values individualism and self-expression, which reinforces the brand’s ongoing strategy to engage an important and growing audience, the emerging affluent.
The creative inspiration behind the campaign draws on the brand's heritage by framing the homes like artwork inspired by global windows of the world.
