HomePortfolio.com Aims Emotional Pitch at Women

The passions and frustrations of women attempting to create their dream homes are the focus of the latest consumer campaign from HomePortfolio.com.

Created by Ideate of Watertown, Mass., four print ads show monochrome photos of women holding color images depicting a “dream room” in their homes.

The campaign’s budget is $8 million.

“Your creativity has no limits. It’s just stuck between a ballet recital and a board meeting,” reads one execution. Another features the message, “You’re creating a mood. Cranky, frustrated and anxious isn’t what you have in mind.”

The ads include an emotional component because “it’s not only what really draws people in and evolves, but it’s something everyone can identify with,” said agency president Rick Colson, who described HomePortfolio.com as “a reassuring place to go.” The Newton, Mass., Web site gives consumers access to “how-to” content and data on home design products.

Ads retain the tagline, “Where dreams become homes,” which was created by HomePortfolio’s previous agency, Kirshenbaum Bond & Partners in New York. Ideate, already on board for trade efforts, added the consumer assignment in the fall.

“We’re not out there hunting consumers,” said Colson. He believes the campaign “speaks to [HomePortfolio’s] secure, confident presence in the marketplace.”

Ads, which break in the February issues of Architectural Digest, House & Garden, Gourmet, Bon Appetit, Vanity Fair, Condé Nast Traveler, Traditional Home and Renovation Style, will run through December. The work targets women, 35-55, Colson said because they are “primarily responsible . . . for redesigning and decorating their homes,”

TV is also expected to break in the spring. “It’s our first foray, in many years, into consumer broadcast,” Colson said.