Mirvac has launched its first integrated brand campaign in the company’s 54-year history, revealing a new brand platform. The campaign champions the idea that great places start with imagination.
Independent creative advisory GAME Creative in partnership with Mirvac’s brand team, developed the integrated campaign spanning film, outdoor, social, digital, and owned channels.
The creative approach leans into optimism, and visual storytelling, a departure from category conventions and a statement of Mirvac’s confidence in its next chapter.
Ben Allen, Mirvac’s group general manager customer brand and innovation said: “Building the imagine nation” signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do.
“The ‘building the imagine nation’ platform is designed to unify Mirvac’s diverse portfolio – residential, build-to rent, office, industrial, retail, and funds management– under a single, future-focused brand idea. It will guide brand expression across the business and serve as a long-term creative platform for future brand positioning.” Allen added.
Dan Beaumont founder and chief creative strategist GAME Creative said: “Mirvac has always been a creative company defined by its imagination, ambition, and purpose. The challenge with a platform idea of ‘building the imagine nation’ is that you must live up to it. You have to demonstrate this ambition in the most imaginative way possible. It’s rare to help shape a brand story of this scale for a company with such impact on the Australian landscape. We’re incredibly proud of the work and the partnership.”
GAME co-created the campaign idea with Steve Jackson @jackojacko&jacko and collaborated with a variety of creators and artists throughout the process.
The campaign utilises a range of techniques from watercolour painting, stop motion, AI diorama image generation, Miyazaki inspired 2D and textured animation to origami, claymation, and live action film.
The overall production was managed by Finch and directed by Toby Pike. Postproduction companies Heckler and Mighty Nice, with Infiniteyay, created the elements of the final films. The music and soundtrack were all original compositions by Heckler Sound.
