iBuildNew launches new mockumentary-style campaign ‘The Weekenders’ via Town Square
A new TV campaign via Town Square starts on Sunday to launch iBuildNew, a website that helps you choose new home designs from Australia’s leading homebuilders.
The TV campaign dramatises the experiences of a young family as they spend their weekends touring display villages on their quest to choose the right home to build. The Weekenders is a mockumentary-style campaign featuring a series of 30″ and 15″ films through which we share the long journey to home-ownership with Sam and Dave Martin, their daughter and the various people they meet along the way.
The campaign was created by Brendan Day and Gareth Davies at Town Square and directed by Louis Sutherland through The Sweet Shop. It runs nationally from 6th March.
iBuildNew helps buyers compare and shortlist new home designs to make informed decisions about which home to build. The independent website connects homebuyers with Australia’s leading builders to make the whole process as simple as it can be.
Says Day: “Most buyers find it complicated and confusing to select the right new home to build. This campaign feels their pain and puts iBuildNew on the map as their new go-to site.”
Says Daniel Peterson, CEO, iBuildNew: “We haven’t seen a campaign like The Weekenders in the category before – and that’s because we haven’t seen an online service like iBuildNew before. It’s an exciting site providing a comprehensive and independent service to take the monotonous leg-work out of choosing a new home to build.”
Agency: Town Square
Copywriter: Brendan Day
Art Director: Gareth Davies
Producer: Anna Morris
Strategy: Harry Corsham
Account Manager: Straun Hopwood
Production Company: The Sweet Shop
Director: Louis Sutherland
Producer: Nikolas Aulich
Managing Director: Wilf Sweetland
Executive Producer: Edward Pontifex
Editor: Nathan Hickey
Colourist: Fergus Hally
Online Editor: Nicky Lidell
Still photography: Chris Budgeon
Client: iBuildNew
CEO: Daniel Peterson
Marketing Manager: Zoe Manderson
4 Comments
It’s like a shit had a shit and then a dog shat on it, and then the dog shit and the shit’s shit made love and fell pregnant, but it was a misdiagnosis and actually just another shit.
Ha, that’s a bit full on of Ugh… I guess you didn’t like them hey?
I was expecting the worst but they were far from that. Some nice performances and quiet dry humour.
I do think they suffer a bit from being all about the problem and not telling me anything what the digital display village does (that Domain doesn’t?).
I spent 3 weekends traipsing around Melbourne looking at display homes and that was enough. These are fun. Why the hate, Ugh?
I don’t know if the same agency made the TVC but I have to mute it and look away – to suppress the urge to kill someone.
It looks like one of those ads made by a business owner who thinks they’re smarter than ad people (but actually have no idea). I also assumed it was built around some nepotistic desire to showcase their offspring – the inane focus of the ad. It is not cleverly annoying in a way that makes you remember, it is annoying in a way that makes you hate the product whatever it’s supposed to be…
“Ugh” summed it all up perfectly!