Campaign

Comfortable, right from the start. This campaign was meant to show just how comfortable Heartland Homes' products could be. The creative premise was that a potential client had visited a sales centre, collected some literature, and based on the photography, could so completely picture he and his partner living in such a space that he began doodling their life and adventures all over the sales literature. The situations are humorous slices-of-life that demand full reading, despite their intricate nature. It was daring in that they were counterintuitive - they required detailed readership, and weren't suitable for scanning-type readers. They worked very well, however! Because they were so different, they we very well received, and talked about in the marketplace.

 

Want Ad.

This series, again for Heartland Homes, uses a small 'wanted' ad to outline the problems the 'advertiser' wants to be relived of - a living arrangement that is plagued with the complaints of renting, or buying an old fixer-upper, for instance. The purpose of the ad is to tell people it's better to buy 'new', than end up lamenting your other decisions later. The campaign uses close-up, documentary-style photography to visually stimulate interest: a badly weathered window frame with a 'Want ad' pasted to it stands out well in a section full of new home beauty shots, yet still clearly communicates the advertisers' message.