Hermit Crabs Discuss Moving House in This Fun Campaign for Zoopla

Property Website Is Hoping to Stand Out With Endearing Characters

By Alexandra Jardine. Published on Apr 13, 2017

Editor's Pick

Property search site Zoopla puts hermit crabs at the center of a new U.K. campaign, rather than traditional home buyers -- and the results are rather endearing.

Human voices discussing Zoopla are set to footage of crabs crawling along with homes constructed on their backs. There are jokes about making sure the neighborhood is safe (as a crab hurries past some aggressive seagulls) and commuting (as they get stuck in a crab traffic jam). The campaign is by London agency 101 and were directed by its joint executive creative director, Augusto Sola, with production by Riff Raff.

The endearing voiceovers are somewhat reminiscent of the well-known British Gas "Creature Comforts" campaign from the 1990s, in which the creatures were supplied by Aardman. But adding hermit crabs and some modern model making/CGI gives the idea a different slant, and it's an original way to stand out in the online real estate market. We're told the 60 second spot is an introduction to the entire cast of crab characters, who will appear in further work for the brand throughout the year.

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Apr 13, 2017
101 London
Chief Marketing Officer:
Gareth Helm
Head of Marketing:
Sarah Lacy
Senior Marketing Manager:
Jenny Heeley
Media Agency:
Goodstuff Communications
Creative Agency:
Studio 101
Executive Creative Director:
Mark Elwood
Executive Creative Director:
Augusto Sola
Ryan Delehanty
Jack Willoughby
Serhan Asim
Greg Stekelman
Dave Allen
Business Lead:
Ross Farquhar
Account Director:
Alex Gillespie
Account Manager:
John Stowell
Sandie Dilger
Agency Producer:
Sarah Marcon
Agency Producer:
Royle Productions
Agency Print Producer:
Luke Judlin
Production Company:
Riff Raff
Augusto Sola
Executive Producer:
Matt Fone
Jane Tredget
Director of Photography:
Doug Allan
Model Making:
Simon Tayler Artem Special Effects & Creative Solutions
Sound Designer:
Sam Ashwell
Sound Design:
Ed Cheeseman
Editorial Company:
Final Cut
Post Production Producer:
Bevis Jones
Post Production:
Louise Unwin

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