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The Ray White Group and Sydney-based creative agency DO have partnered to deliver a brand campaign for the real estate network which has the exploration of the Great Australian Dream at its heart. This is the first time Ray White has created a major brand campaign in its 116-year history.
The creative theme of the campaign centres on Ray White helping Aussies as they seek out their property dreams and make them real.
Ray White Group head of marketing Lisa Pennell said that the work was the epitome of the Great Australian Dream.
“It takes a light-hearted look at some of the idiosyncrasies of our great land with tongue firmly in cheek,” Ms Pennell said.
“The campaign aims to help the brand become synonymous with the property dreams of Australians — whatever they are.”
Ms Pennell said that Ray White set out to make something “truly great” that went beyond the traditional.
The head of marketing said: “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 and their partners 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.”
Creative director at DO Tom Ormes said that the project had been a pleasure to make.
“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 that 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.”
The campaign will launch nationally in cinemas and online on 15 September 2018.
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