After successfully attracting sole traders and small companies to lease commercial space in our previous campaign for Goodman Australia, we were once again approached to develop a similar campaign. However, this time our direct aim was to target bigger businesses searching for larger spaces, while constantly building awareness of the company’s presence within the South Sydney area.
That said, the mixed-use spaces on offer are open for anyone from a range of creative backgrounds to use, so we took our design cues from the fact that we were essentially appealing to expressive groups; and because these posters were designed for large billboards situated near traffic lights, the idea was to playfully engage and immediately excite potential customers. As a result, the posters feature bold text, vibrant, eye-catching graphics and irreverent stills in front of an industrial concrete canvas – suggesting that the possible uses for these commercial spaces are endless. Ultimately, the posters also aim to suggest that everyone is welcome.
Because our client was willing to push creative and supported our artistic integrity, the campaign was ultimately successful, as communication proved to be seamless and the brand’s message was powerfully conveyed.