McDonald Jones celebrates the transformative power of home in latest campaign via Enigma

CB Exclusive – Australia’s leading home builder, McDonald Jones Homes, has launched an ambitious new brand campaign via agency Enigma that aims to pull on the heartstrings of Aussie families.

Focusing on the emotion and sentiment of coming home to a McDonald Jones house, the new campaign from Enigma demonstrates the powerful role the home plays in bringing out the best of the people who live within it.

To create the campaign, McDonald Jones brought to life the story of the Blair family. The two minute launch film is centred around Shane Blair, his wife Carly and their two young children. Shane regularly works far from home and misses key moments from his children’s life. So McDonald Jones decided to bring his favourite part of home to him – his young son’s bedroom, where he reads him bedtime stories.

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The home builder also created a behind the scenes film showing the incredible logistical effort behind the campaign – to build a to-scale replica of his young son’s bedroom and deliver it to a remote location on his work route. Brand ambassador and Gold Logie award-winner, Scott Cam hosts the film.

Says Pete Ogden, ECD Enigma: “This idea stood out from the get go. It’s simplicity and scope was something the client really warmed to and Sweetshop were bloody legends, going above and beyond the call. Got to say though…it was a challenge keeping the whole thing a secret from dad.”

Says Nathan Thurston, Head of Marketing, MJH Group: “People are our passion and the true inspiration for our business. For over 30 years our homes have captured cherished moments for so many families, the essence of why we exist is beautifully captured and illustrated in this authentic story. We’re sure it will make people slow down a little and reflect on the significance of home in their lives”

Adds Lisa Sutton Gardner, CEO Enigma: “We’ve been helping McDonald Jones Homes stay ahead of the competition for a long time now and to work together with them on a brand positioning that is so far ahead of category has been a highlight.”

The film, backed by a heavy social campaign, was shot by Logan Mucha from The Sweet Shop.

Agency: Enigma

Head of Marketing, MJH Group: Nathan Thurston