When Housesimple rebranded to strike, they needed a response campaign that continued to land their “sell your home for free” proposition as well as introduce their new identity in a meaningful way. In a widely distrusted category, where only 7% of the audience are in-market at any given time, the key was to not rely solely on ‘free’ but to emphasise ‘free and better’ with a rallying cry to ‘Go on strike’. A call to arms to demand more. Leaning heavily into the new brand world, the bold work creates a memorable brand for the 93% that are out-of-market, whilst still creating a direct call to action for would-be sellers, removing the ultimate barrier to listing with the ‘free’ proposition.