Creating distinctiveness in the category and owning the messy middle.

The most stressful part of moving isn’t the listing or the completion day. It’s absolutely everything in between. Offers collapse overnight. Chains fall apart. Surveys uncover problems you didn’t know existed. Completion dates shift without warning. Money’s tied up. Plans are on hold. You’re living in limbo, not knowing if the whole thing will unravel at any moment. Research shows moving home can be more stressful than divorce or having a baby.
Yet the category continues to present it as smooth and seamless. Our strategy was to own the messy middle, and we revitalised the 150 year old brand
from head-to-toe. By repositioning Hamptons as the expert guide through the most uncertain and high-pressure stages of moving, we built a long-term
platform grounded in one clear promise – it’s a journey, we’ll get you there.

Credits
Agency: Atomic
Design and art direction: Loty Ray, Usamah Qaiser, Katy Needham
Creative Directors: Matt Crump, Gavin McReady
Creative: Sam Isaacs
Retouching: Ever&Anon, Rob Swainson
Producer: Bel January
Account team: Joe Bowen-Hall, Bea Greenwood