A Seattle Summer CampaignChallengeThumbtack, the technology company helping millions of people confidently care for and improve their homes, wanted a Seattle campaign that felt like it belonged here. They weren't looking for happy kayakers, splashing orcas, or other interchangeable “Pacific Northwest” clichés. They wanted strategy, creative, and media that reflected how Seattleites actually live, reached them where they are, and celebrated what makes each neighborhood distinct.InsightWith some of the country's highest home prices and limited inventory, many people buy the home they can afford, then gradually transform it into the one they truly want.Seattle homes are made, not bought.
The IdeaThe goal wasn't to make Thumbtack feel like a local company. It was to make Seattle homeowners feel like Thumbtack understood them.Our campaign invited homeowners to Start Your Home Story, positioning Thumbtack as the trusted partner for every next chapter.Original neighborhood stories, written in rhythmic verse (yes, iambic tetrameter), celebrated communities across the Puget Sound, capturing the quirks, character, and everyday truths that make Seattle feel like home. Each story invited homeowners to download the Thumbtack app and find a vetted local pro to help bring their vision to life.To complement the storytelling, we partnered with Seattle illustrator Eleanor Doughty, whose original artwork captured the personality and charm of the city through the eyes of someone who already knows it.Seattle Fire PitBroadcast TV, CTV, OnlineBellevue Fire Pit
Seattle DeckThe ExecutionThe integrated campaign showed up wherever Seattleites spend their summers: influencer partnerships, outdoor advertising, OTT video, hyper-local direct mail and coffee sleeves, community sports sponsorships with custom between-inning games, and Thumbtack's money booth at neighborhood festivals and Mariners games.
The result was a campaign that felt native to Seattle, not adapted for it.
CraftSeattle was at the heart of this campaign, so it deserved artwork rooted here too. We commissioned original illustrations from local artist Eleanor Doughty, whose work reflects the insider details that make this city feel like home.
Sometimes the best way to connect with a community is to collaborate with the people who already know it best.Issaquah Highland KitchenKirkland DeckBroadcast TV, CTV, OnlineTransitBen KeenanElkey ZandstraEmily AndersonEmmalynn EllendtRachel TeodoroLocal Influencers Seattle Fire PitBellevue Fire PitSeattle DeckKirkland DeckIssaquah Highland KitchenSocial VideoDigital AudioOnce Upon A HomeOut of HomeEventsFish Sticks SponsorshipBallard FC & Salmon Bay FC SponsorshipDirect MailCoffee Sleeves and Door Hangers
