Porter Davis launches new ‘Campaign For Respect’ work via Honey Communications

Porter Davis has launched #campaignforrespect with an exhibition of thought provoking portraits by renowned Australian photographer Nick Leary. The portraits have also featured in a major outdoor campaign that traverses the Eastern seaboard and travels all the way to Times Square in New York.

Head of brand and marketing for Porter Davis, Joanne Bradley, worked in tandem with Fiona Leeming, creative director of Honey Communications, to create a campaign to promote a more positive, inclusive message.

The exhibition was first seen in Melbourne City Square and then moved to Southbank in Melbourne and will feature in billboards in Melbourne, Sydney, Brisbane and New York City.

WATCH THE VIDEO

Why Porter Davis? “Why not!” says Joanne Bradley, “Our ethos ‘Respect the Dream’ is what we are known for, but we’re not just building someone’s dream home, we’re building the foundation for happy, healthy communities.”

Says Leeming: “I think it’s time for all of us to reflect on what it takes to build strong, inclusive communities. Without respect, civil societies cannot evolve.”

In taking the message to New York, Porter Davis hoped to add something to the pre election debate.

Says Paul Wolff, director, Porter Davis: “Given the ‘anti Muslim’ sentiment that is playing out in the US in the lead up to the election, we thought we could add a more inclusive message of ‘mutual respect’ to the conversation.”

It is a bold move for a company from a traditionally conservative industry. The leading Victorian home-builder, Porter Davis’ core company value is respecting its customers and it is taking it to another level with its provocative new campaign with support from high profile industry partners such as AAA Trusses, Austral Bricks, Reece, Rinnai, National Tiles USG Boral, Technika and Frasers Property.

Says Anthony Roberts, managing director, Porter Davis: “Every now and then, a brand has to step up and make a statement that goes to the core of their values as a business. At the same time, along with our land developer partners and suppliers, we do believe that mutual respect in our homes, locally and in the broader community is good for the long term of our industry.”

Leary’s raw and captivating portraits perfectly capture the areas where the conversation around respect is most critical; religion, race, gender, sexual equality and age discrimination.

Says Leary: “It is intrinsically rewarding to work with a brand that stands for greater things. I believe this campaign allows the audience to connect on a very real level. In my opinion it shows Porter Davis is at the forefront of thinking in this space.”

Celebrated Australians will be adding their voice to the conversation in social media, sharing their personal thoughts on the crucial role respect plays in our lives and communities. The outdoor campaign will be running over the next two years and will be supported by social media and ongoing exhibitions.

Client: Porter Davis

Media Agency: Dentsu Mitchell