Ray White Launches First Major Brand Campaign Via Indie Agency DO
Australiasia’s largest real estate group, Ray White, and Sydney-based creative agency DO have partnered to launch a new brand campaign.
The campaign explores the Great Australian Dream, with Ray White helping Aussies as they seek out their property dreams and bring them to life.
The work is the epitome of Australiana, as it takes a light-hearted look at some of the idiosyncrasies of our great land with tongue, firmly in cheek.
This is the first time Ray White has created a major brand campaign in its 116-year history. The campaign will launch nationally in cinema and online on 15 September 2018.
The campaign aims to help the brand become synonymous with the property dreams of Australians – whatever they are.
Renowned Australian actor Rhys Muldoon stars in the campaign which was filmed in country Victoria and directed by Simon Harsent of Pool Collective.
Ray White Group head of marketing Lisa Pennell said the group set out to make something truly great that went beyond the traditional real estate category.
“The brief to our creative agency was that we wanted to make a campaign that had the Ray White brand as its heart but that all Australians could connect with,” Pennell said.
“DO, their partners and Rhys helped to deliver something that we’re all very proud of. We all came together naturally as one team and the outcome really was great.
“The great Australian dream means different things to many different people. It’s your story to write,” she said.
Tom Ormes, creative director at DO, said the project had been a pleasure to make from beginning to end.
“Great clients, great people, great production. The stars align like this so rarely, we really appreciate this one,” Ormes said.
DO managing director Andrew Dowling said he was delighted with the end result.
“It’s a pretty great result all round, I would say. We know Australians are great, and still aspire to live the dream when it comes to their property, no matter what their dream is.
“This work delivers on that in a human way, that is quintessentially Australian,” Dowling said.
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