overview
In a bold new ad campaign for Angi, we captured the sense of accomplishment and freedom the platform brings to homeowners. The new tagline, “You Can Do This. When You Angi That,” turned Angi into an action-driven verb, positioning it as the go-to solution for home projects. Instead of endlessly searching on Google for unvetted options, homeowners should just “Angi That.”
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Content Production
Influencer & Partnerships
Creative Strategy
Be: Branding & Consulting
Research & Insights
Challenge
Following the rebrand of ‘Angie’s List’ to Angi, the company needed a national campaign to build trust and amplify awareness among homeowners and pros alike. How exactly do we go about this?
Solution
“You can do this. When you Angi that.” This bold campaign platform was brought to life by the iconic track, "The Choice is Yours" by Black Sheep.
We licensed and re-recorded the song for Angi, making it the cornerstone of our creative vision. The concept of “This or That” came to life through a dynamic split-screen effect, featuring an animated line down the center—one side capturing the homeowner's joy in their completed project, while the other showcased the expert craftsmanship that made that enjoyment possible.
We hired real trade professionals to be in the ad spot to emphasize angi’s robust network of highly skilled professionals and expertise offered through the product.
outcome
Real pros turned real actors
Iconic anthem song
#angithat posts on TikTok
Unique TV assets
Views of #angithat on TikTok
Lift in response rate over 2022 campaign
Working with Milk felt like an extension of our in-house creative team—they understood our goals from the beginning and were true partners from concept to execution and beyond.
Dhanusha Sivajee, Angi CMO