Ray White explores the ‘Great Australian Dream’ in first major campaign via Sydney agency DO.
Australian real estate group, Ray White, and Sydney-based creative agency DO have partnered to launch a new 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.
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 will launch nationally in cinema and online on 15 September 2018.
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 THE 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.
Says Pennell: “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.
“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.”
Tom Ormes, creative director at DO said the project had been a pleasure to make from beginning to end.
Says Ormes: “Great clients, great people, great production. The stars align like this so rarely, we really appreciate this one.”
DO managing director Andrew Dowling said he was delighted with the end result.
Says Dowling: “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.”
Agency: DO.
Director: Simon Harsent
Production: THE POOL COLLECTIVE
Executive Producer: Cameron Gray
Producer: Ian Ford
Post: The Editors
Music: Black Rabbit Music
12 Comments
Great work lads…
Lovely idea in a hard-to-get-noticed category. Nice to be able to help bring it to life.
Dig It !
Tommo man of greatness. What’s Wiggo’s thoughts on this one?
So that’s why I should give you my biggest asset to sell and trust you will get me the highest price on the day?
No sure that will do it for me.
I shot an ad for Bega with this exact idea about seven years ago.
Would love to see it. If it’s this one here though, there’s absolutely no comparison:
https://www.youtube.com/watch?v=sRuQv-3cxj8
Frontman builds an argument that the word great is unimaginative, then uses it himself at the end. Didn’t really go anywhere.
See what I did there?
“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.”
Yeah nah… Tell him he’s dreamin’.
You’re unwell whoever you are mate…maybe stuck in Bangkok or elsewhere you poor bugger
Does anyone else remember when there used to be funny, smart, creative ads made in our country? I can. This will never make it on the list though. Such a great opportunity they had but it ended up being such a lost opportunity. Better luck next time boys.