Independent full-service marketing agency, Barefruit Marketing, has unveiled a creatively driven and heart-warming television commercial for nationally recognised real estate company, Raine & Horne, that will leave a lasting impression.
The agency produced the commercial in just a few short months, when they were awarded the brief by Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah at the end of last year.
It was an exciting opportunity for Barefruit to work with a local business, with a national reputation, who were keen to go above and beyond standard real estate advertising to produce a commercial that had longevity, a refreshingly different approach and leaves a heart-warming impression on its audience.
In a highly competitive market and the impressive amount of real estate television commercials we see every year, only a few leave a lasting impression.
Not only does this TVC engage its audience on an emotive level, it showcases R&H’s passion for real estate, by recognising the emotional importance of what other real estate agents often see as just bricks and mortar.
“We were struck by just how passionate the Raine & Horne team were and some of the lengths they go to to ease the buying and selling of homes. People say that moving is one of the most stressful things in life but – aside from the packing – moving home represents a fresh start and the opportunity to take your best memories with you,” said CD Andy Pilkington.
The TVC, told as a narrative, includes a series of perfectly imperfect vignettes of family life in a regional property. Scenes are cut to a female VO who reads out the family’s “rules” (based on the popular framed prints many have hanging in their homes).
As with real life, the rules don’t quite match the charming action we capture. The story completes with the viewer realising the vignettes are all memories these sellers will take with them to the next house.
The film was shot over one day in early February on location in the Byron Hinterland. The result was a team effort from start to finish, with input and experience from Raine & Horne coupled with Barefruit’s seasoned in-house creatives.
Barefruit employed a film director, camera and lighting team from Sydney and in the Northern Rivers, including Strategy Director and Creative Director Andy Pilkington who drafted the TV script.
“It was major project for Barefruit Marketing – the team pulled it together, all in under 3 months, without any major setbacks. We are really proud of the end result – it is one of our biggest productions yet,” said Evan Harding, Barefruit Marketing’s Co-Founder & Head Harvester.
The style of the ad is beautifully messy, and it delights in muddy children and dogs, bubbling casseroles and imperfect interiors.
The aesthetic and colour grade highlight the dust, dirt and atmosphere rather than hide it. All shots were taken to give a sense of being part of the modern family, which was cast from a mixed group of talent, all from the Northern Rivers.
Julie-Ann Manahan Licensee/Principle of Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah said, “we are so proud of working with the team at Barefruit and their suppliers, they have produced one of the best all time real estate campaigns for us. We can’t wait for it to air.”
The television commercial will air on regional NSW stations from today and will be supported by a fully integrated campaigns including press, outdoor and online.