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Today, almost no one can afford to buy a home. This is a huge societal problem that Clayton has begun solving with their state-of-the-art, energy-efficient eBuilt homes. Instead of focusing on the features, like water heaters or insulation, we focused on the life that unfolds when you can afford a home. Because it’s something everyone should have access to.
eBuilt homes are so energy efficient they can save homeowners up to 50% on their annual energy bills. Clayton is the first single-family manufactured home builder to offer this level of energy-efficiency on a large scale. But consumers assume manufactured homes are undesirable and cheaply made. So how do you elevate and change the perception of an entire industry? How do you prove the answer to the housing crisis is a beautiful, attainable, well-built Clayton eBuilt Home?
For us, solving this brief was about striking at the root of the problem. Calling out the absurdity of the housing crisis by showing the beautiful, imperfect moments of life, and posing the simple question: "Is this too much to ask for?" Emphasizing that, no, of course it’s not. Then offering a new, tangible solution to homeownership with an eBuilt home.
Results pending (campaign currently running)
Nationally, there is a shortage of more than 7 million affordable homes for America’s 10.8 million low-income families. There is no state or county where a renter working full-time at minimum wage can afford a two-bedroom apartment. Seventy percent of all low-income families are severely cost-burdened, paying more than half their income on rent.
