Independent creative agency Supersolid has been appointed as a creative partner by Local following a competitive pitch.
Local is on a mission to demonstrate that a sense of home, community and belonging isn’t reserved for property owners.
For generations, Australians have viewed renting as a stepping stone to home ownership. But with the pressures of property ownership growing, Local is challenging the idea that renting needs to mean putting life on hold. Its brand promise, “Live like a Local,” captures a vision where renters can put down roots, feel connected and genuinely call somewhere home.
“We were looking for a creative partner to deliver our first portfolio-wide brand campaign. We needed an agency that genuinely understood our challenge, shared our ambition to disrupt the rental market, and had the creative talent to make it happen,” said Megan Hondromatidis, general manager of marketing and communications at Local.
“Australians have come to expect that renting is a worst-case scenario for anyone who can’t buy a home. Renters have come to expect poor service from their agents and landlords, sub-par living standards and the constant threat of being told to move out.
“We build in well-connected neighbourhoods and make a genuine effort to celebrate and integrate into the communities we’re proud to be part of. But the apartment and its location are only the start. What truly makes someone feel like a local is a sense of belonging, and that comes from the people they see every day: the leasing team member who helped them find their home, the resident team they pass on the way to work, the maintenance staff keeping everything running.
“It doesn’t take long for that connection to reach beyond the onsite team. Suddenly you’ve joined a run club, found a study partner, or you’re heading out for a weekend shopping trip with your new neighbours. That’s living like a local: the rental security and sense of community once reserved for homeowners.”
Supersolid’s pitch explored how persistently low expectations of renting have created a form of audience inertia, with Australians becoming so accustomed to the conventions of the rental market that they may not realise a better alternative exists.
The agency’s strategic response focused on breaking that inertia and giving Australians a reason to reconsider what their rent can do for them.
“What set Supersolid apart was their ambition to position Local as an alternative worth exploring, one that offers renters more lifestyle freedom and a genuinely different renting experience than what they might expect. They showed a deep understanding of the challenge we’re setting out to address, and their response on how to challenge renter beliefs and influence behaviour resonated strongly with the team. It’s an ownable campaign for Local,” continued Hondromatidis.
“What excites me most is working with a team that shares our ambition to change how Australians think about renting. Most people have been taught to see renting as a stopgap, something to put up with until they can buy. Local exists to prove that doesn’t have to be true.
“Facts and features alone rarely shift deeply held beliefs, but a great idea can make people stop, question what they’ve accepted and see renting differently. With Supersolid, we have the chance to show renters what better looks like: security, community and a place that feels like theirs.
“Australians have been taught to see renting as a stopgap until they can buy, and many have come to expect less from it as a result. Supersolid understood that challenge from the start. Their idea gives renters a reason to reconsider what their rent can do for them, and shows that a rental home can offer more lifestyle freedom, security and community than they might expect. It’s a campaign only Local could own, and we can’t wait to bring it to life.”
For Supersolid, the partnership reflects the agency’s approach to selecting clients based on shared ambition, meaningful challenges and the people behind the business.
“We don’t pitch for every opportunity that comes through the door. We look for ambitious businesses, brilliant people and work we genuinely believe in. Local ticked all three boxes,” said Alex Newman, co-founder and creative director at Supersolid.
“We believe in Local’s mission and are thrilled to be working together to do more than shift the status quo of renting – we aim to reset the Great Australian Dream.”
