McDonald Jones Homes Launches Touching Brand Campaign Via Enigma

McDonald Jones Homes Launches Touching Brand Campaign Via Enigma
SHARE
THIS



McDonald Jones Homes has announced the launch of an ambitious brand campaign via creative experience agency Enigma that aims to pull on the heartstrings of Aussie families.

Focusing on the emotion and sentiment of coming home to a McDonald Jones house, the new campaign demonstrates the powerful role the home plays in bringing out the best of the people who live within it.

To create the campaign, McDonald Jones brought to life the story of the Blair family. The two-minute launch film is centred around Shane Blair, his wife Carly and their two young children.

Shane regularly works far from home and misses key moments from his children’s life, so McDonald Jones decided to bring his favourite part of home to him – his young son’s bedroom, where he reads him bedtime stories.

The Aussie homebuilding company also created a behind-the-scenes film showing the logistical effort behind the campaign – to build a to-scale replica of his young son’s bedroom and deliver it to a remote location on his work route. McDonald Jones brand ambassador and Gold Logie award-winner Scott Cam hosts the film.

The film, backed by a heavy social campaign, was shot by Logan Mucha from The Sweet Shop.

Pete Ogden, executive creative director at Enigma, said: “This idea stood out from the get go. It’s simplicity and scope was something the client really warmed to and Sweet Shop were bloody legends, going above and beyond the call. Got to say though, it was a challenge keeping the whole thing a secret from dad.”

Enigma CEO Lisa Sutton Gardner added: “We’ve been helping McDonald Jones Homes stay ahead of the competition for a long time now, and to work together with them on a brand positioning that is so far ahead of category has been a highlight.”

Nathan Thurston, head of marketing at MJH Group, said: “People are our passion and the true inspiration for our business. For over 30 years, our homes have captured cherished moments for so many families, the essence of why we exist is beautifully captured and illustrated in this authentic story.

“We’re sure it will make people slow down a little and reflect on the significance of home in their lives”

CREDITS

Client: MJH Group

Head of marketing – Nathan Thurston

Agency: Enigma

Senior copywriter – Matt Dawe

Senior art director – Matt Plummer

Executive creative director – Pete Ogden

Senior agency producer – Katie Hope

Executive director – Peter Chapman

Senior account director – Brendan Swansborough

Production coordinator – Gabrielle Carroll

Strategic planner – Gerad Petherbridge

Production company: The Sweet Shop

Director – Logan Mucha

Producer – Zena Bartlett

DOP – Max Walter

Editor – Nicky Liddell

Online and grade – Nicky Liddell

Managing partner – Wilf Sweetland

Executive producer – Loren Bradley

Audio

Composer – Russell Thornton

Audio mixing – ISM Studios

Audio engineer – Mark Brandis

 

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine