A new outdoor campaign for realestate.com.au features the backyards of two Australian sporting heroes, cricketer Adam Gilchrist and surfer Layne Beachley, to reinforce realestates’s brand positioning of “it all starts with the right address”.
The campaign, created by The Campaign Palace, focuses on the connection between where people live and how it shapes their lives, and uses well-known Australians in order to cut through the cluttered outdoor market. The Gilchrist execution features an image of a cricket pitch in a suburban backyard, complete with clothes line and broken window, with the text “Gilly grew up with a cricket pitch in his backyard…it all starts at the right address.”
The campaign launches next Monday, with the two executions appearing on metrolites and billboards.
