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.
MediaCom’s recent hunt for a new CEO went global, ultimately delivering the globetrotting Yaron Farizon to its North Sydney headquarters. And Farizon certainly comes with the right pedigree. Born in Kiev in the Ukraine, educated in Israel, he worked for P&G as a business director for eight years through the UK and Eastern Europe before […]
To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]
The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]