Lending Company Taps Growing Homeowner Appetite For Rural Lifestyle
Solve is launching its first integrated campaign for Louisville, Kentucky-based Rural 1st, a leader in rural home, property and home improvement lending. With over 100 years of expertise, the company’s devoted to helping consumers achieve their rural lifestyle dreams. Through its rapidly growing 11-state footprint, Rural 1st is experiencing unprecedented growth.
Centered around an anthemic spot titled “Chicken Run,” the campaign leverages the insight that country living doesn’t actually move you further out, it brings you closer together with family, community and nature. The video features a family chasing after an escaped chicken in the middle of their open, sprawling piece of land. The chore becomes a special bonding moment that wouldn’t have happened in a more populated place. The effort introduces a new tagline, “Closer To What Matters.”
“We wanted to capture a charming moment that celebrates the land and the power of family,” says Solve Group Creative Director Brian Platt, who led the creative production. “We love the connection that comes with the openness of country living, and sought to harness it in a fun, memorable way.”
The new campaign signals Rural 1st’s desire to become a household name for those seeking a country lifestyle. “Given Solve’s collaborative approach and success positioning some of the world’s most iconic brands, we knew they’d be a great partner to help position us within this growing space,” says Eldon Tilley, Vice President Marketing for Rural 1st and its parent company, Farm Credit Mid-America. “We’re extremely proud of what we’ve created together and look forward to building on this campaign for years to come.”
Shot in the tiny town of Kongsvinger, Norway, Solve partnered with directing duo Matias & Mathias and female-owned, LA and NY-based production company Epoch to capture all of the content for “Chicken Run.” Spanning video content, print, digital and social, the campaign launched this month. Video content can be viewed below.