Lifestyle Communities Debuts New Campaign via By All Means And Airbag

Lifestyle Communities Debuts New Campaign via By All Means And Airbag
B&T Magazine
Edited by B&T Magazine



Lifestyle Communities, a developer and operator of affordable community living has launched a new TV commercial via By All Means and AIRBAG.

Now with more than 20 communities around Victoria, Lifestyle Communities is encouraging Australians to consider downsizing their family home to not only buy a new high-quality, low maintenance house but enjoy the perks that come with having enough money left over to do the things they’ve always wanted to do.

The new TVC,  that By All Means has created for Lifestyle Communities, features the return of characters from the first instalment, Richard and Donna.

The new 30-second commercial highlights the next phase in the mid-60s couple’s ongoing downsizing journey – the decluttering of all things that are old, dusty and downright useless.

Carmen Petropulo, head of marketing at Lifestyle Communities, said: “We received an overwhelmingly positive response from our first TVC featuring Richard and Donna, and we just knew it wasn’t the end of their journey,

“At Lifestyle Communities, we’re champions for facilitating a bigger life for downsizers, enabling them to live an independent life of luxury at a truly affordable price.

“This campaign spotlights Richard & Donna’s own inimitable approach to the national sport that is Hard Rubbish Day, a moment not just familiar to many of our customers and homeowners, but recognisable around the country.”

Ed Howley, creative partner at By All Means, said: “We’re thrilled to create another exciting chapter of this story with Lifestyle Communities.

“It’s a privilege to be working with such a brave client. Every step of the way, they challenge us to defy their category in new and exciting ways, and we can’t wait to show the world what else we have in store for Richard and Donna!”

Credits:

Client: Lifestyle Communities

Managing director: James Kelly

Head of marketing: Carmen Petropulo

Senior designer: Katie Pryde

Campaign coordinator: Lilybet Holt

Agency – By All Means

Managing partner: Mat Cummings

Account manager: Zoe Potter

Creative partner: Ed Howley

Creative partner: Toby Cummings

Creative: Ash Gotti

Creative: Jacob Redding

Audio production: Rob Stephens (Bang Bang)

Production Company – AIRBAG

Director: Ben Saunders

DOP: Simon Walsh

Producer: David Curry

Post producer: Nick Venn

Managing partner: Adrian Bosich

Production Manager: Jess Junor

DOP: Simon Walsh

Editor: Michael Houlahan

Online: Chris Reynolds

Colour grading: CJ Dobson




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