BILD Alberta

Alberta’s housing affordability crisis is a deeply complex issue, wrapped in policy language, slowed by red tape, and often ignored by the very audiences it affects. BILD Alberta needed to move beyond traditional advocacy. The challenge: how do you make housing policy feel urgent, human, and hopeful?

We turned a policy conversation into a movement, by telling a better story. Enter the Unlock Housing campaign. Set against the backdrop of Alberta’s growing housing affordability crisis, this narrative-driven campaign reframed a technical issue through an emotionally resonant lens. Heroes are the builders, tradespeople, planners, and policymakers working to solve the problem. The obstacles? The systemic barriers—red tape, outdated zoning, delays—that stand in their way.

The campaign sparked conversation, advocacy, and action. By framing policy through a human lens, BILD Alberta reinforced its role as a solutions-first leader in the housing space. We saw strong engagement on social channels, positive sentiment from key stakeholders, and a deeper public understanding of housing challenges across Alberta. This campaign wasn’t just creative, it was effective. From 13-person video shoots to microsite launches under tight timelines, every tactic was executed with intention. And it worked: We transformed policy into something people could care about and act on.