When creating the concepts for this in-branch campaign for generating real estate loans for a financial institution, I wanted to identify four primary areas which customers would respond to.

The primary reason people take out real a estate loan is that they've outgrown the home they're in. They either want a new home or want to expand their existing home. This is the target of the first two posters. The first, showing a family squeezed into a sardine can shaped like a house, addresses the need for a new home and the second, a homeowner marveling at his highly improved little cottage (the little white one at the end of the path) targets the home improver.

One thing the real estate customer despises most, is the confusing process of buying a home. The third poster addresses this problem by depicting the family afloat on a raft in shark infested waters with many common confusing real estate terms written on their fins. The copy offers the friendly services of the financial institution as their guide.

The fourth poster addresses one of the most frustrating aspects of home loans: the mountain of fees and the hidden percentage points. The poster depicts the dilemma faced by many customers as they save enough for a down payment, then find that they must come up with additional funds for some very strange fees and their payments are higher because of an inflated rate percentage called points. The client offers no fees and no points loans.