Fannie Mae
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Fannie Mae

About This Project

Fannie Mae, the government sponsored mortgage finance company, makes financing the purchase of a home more affordable for consumers. They sought WinMark’s expertise to produce their first ever advertising campaign targeted to LGBTQ homeowners and families.

We advised them on the importance of authenticity in depicting the LGBTQ experience and using imagery that consumers feel “looks like me”. Based on our unique insights and creative experience we developed a compelling “slice of life” library with over 1500 images that were used across all marketing campaign platforms and established Fannie Mae as the trusted and respected partner for the home financing needs of LGBTQ consumers.