Challenge
How do we garner positive interest in a new commercial and residential building project in an established community and neighbourhood; mitigating risk of community upset while also engaging potential buyers.
Insight
The suburb had seen a huge amount of change in recent history, which made the local community both resilient and fiercely patriotic to the suburb.
Idea
‘Supporting The Local’ A long-term campaign which stars the local community rather than the project itself and turns local heroes into advocates for the new space.