Studio 3/31 Izett Street,
Prahran, Victoria, 3181
Create a convention-defying brand and marketing campaign for an ultra-exclusive residential apartment building in a tightly held pocket of Kew.
The Grounds of Kew presents locals with an opportunity to downsize without downgrading the residential luxury, amenity and postcode to which they’ve long been accustomed. The downside of downsizing, however, is the implication of advancing years. Our campaign theme—Grow New—turns this negative completely on its head. Instead of a life stage compromise, a move to the Grounds of Kew becomes a life- affirming change for the better that celebrates the joyous spirit of one’s inner child. Our highly successful prelaunch campaign realised this idea through weekly video instalments of an ongoing tale about would-be downsizers. The twist? Every role is played by a child actor.
Described by the property industry as ‘a game changer’, the prelaunch campaign is generating an extraordinary volume of pre-sale registrations.