This campaign launched at a time when the real estate market was booming — June 2007. Historically, many real estate sales were coming out of Calgary, Alberta. Unfortunately, every developer in Canada knew it and as a result the Calgary Herald was over an inch thick — the majority of the advertisements were real estate developments.
We knew we needed to come up with a concept that was entirely unique in order to cut through all of the noise in the marketplace. This creative was the result. It was incredibly successful and allowed us to win the trust of the sales and marketing team and establish a new message for Dockside Green that was unique, approachable and effective.
See our Branding case study.