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”
Client: MJH Group
Head of marketing – Nathan Thurston
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
Composer – Russell Thornton
Audio mixing – ISM Studios
Audio engineer – Mark Brandis