Italy
Netherlands
Portugal
Spain
Dils, the newest player in Portugal’s real estate market, today launches its first national campaign — a bold, multi-channel initiative aimed at boosting brand recognition and reshaping how real estate is perceived in the country.
Created by DJ (creative direction) and Havas (media planning), the month-long campaign spans digital platforms, radio, and outdoor advertising. Its purpose is clear: disrupt the status quo of the traditionally formal real estate sector and position Dils as a bold and innovative force.
The campaign taps into smart, bilingual wordplay — centering the brand name “Dils” as both a literal and symbolic expression of value. The tone is irreverent yet accessible, using humor and linguistic creativity to make a lasting impression.
Sample taglines include:
“Como se diz ‘bons negócios’ em inglês? Dils.”
“We love closing deals. That’s why we opened Dils.”
“Great deals are hard to find. Unless you find Dils.”
“This campaign is a key milestone in building our brand in Portugal,” says Marta Silva Carvalho, Marketing & Communications Director at Dils Portugal.
“We want to be seen not just as a new name, but as a catalyst for change. Dils is here to rethink real estate — with creativity, confidence, and a people-first approach.”
“We wanted to break away from the traditional, conservative tone typical of the real estate sector,” adds Diogo Anahory, Co-Founder & Creative Director at DJ.
“So we had fun with language, using homophones and clever wordplay to make Dils not only recognizable, but unforgettable.”
The campaign kicks off today across digital platforms and Rádio Comercial, and will hit the streets on May 21st with a mix of digital and static billboards in key urban locations.
