Residential
Explore
AUSTRALASIA’S largest real estate group, Ray White, and Sydney-based creative agency DO have partnered to launch its first major 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.
[embed]https://www.youtube.com/watch?...[/embed]
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 has launched nationally in cinema and online.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, the largest real estate brand in Australasia, 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,” Ms 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,” Mr 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,” Mr Dowling said
For more information contact:Lisa PennellHead of Marketing – Ray White Group0418 567 778lpennell@raywhite.comAndrew DowlingDO Founder & Managing Director0455 020 249andrewd@thedostory.com Notes:The Ray White Group is a family owned business now in its fourth generation. Starting from humble beginnings by Ray White in 1902, today it continues to expand strongly across 11 markets, and is the largest real estate group in Australasia. Last year the group sold more than $45 billion in property across Australia and New Zealand.
DO is a Sydney based creative advertising agency founded in February 2017 by Andrew Dowling, former Group MD of Y&R Group, Sydney and Tom Ormes, Creative Director of iris Worldwide, Amsterdam. With backing from both Asia and Australian investors, DO is based at Level 4, 10 Bond Street, Sydney.www.thedostory.com
