In 2021, Angie's List rebranded to Angi to better reflect its current services and evolution from a list of contractors to a home improvement company. The results were… eh… kinda confusing. And as a result, their marketing became a mixture of explaining their name change and testimonials from the founder, Angie Hicks. We set out to not only create a new campaign for them, but to set their brand on a new path forward, with a more relevant tone, a bigger cultural insight and sticky brand assets that would create repeatable brand equity and reinforce the name over time.

This started with identifying their biggest enemy: The Internet.

Sure, the Internet is good for a lot of positive things. But trustworthiness? Maybe not one of its strongest qualities. Yet for some reason, when it comes to finding a plumber or electrician, or any other tradesperson to help you with something in your home, people still trust the Internet. 

Angi is a database of vetted professionals, so we set out to show people there’s a big difference between an Angi pro and someone you just got off the internet. And we did this by creating a physical Internet world in this TV campaign. From bank fraudsters to snake oil salesmen, we compared who you might find with just a random google search to some of the biggest fraudsters on the web.

We ended each spot of the campaign with a new animated lockup and audio mnemonic that is not only reenforce the new-ish brand name, but was used across various touch points to make everything more cohesive.