Epicure is a new development of 139 apartments in the inner-west Sydney suburb of Leichhardt. Leichhardt is an established community of heritage homes and boutique apartments, with local residents who do not readily welcome new development into their neighbourhoods.
To appeal to the local owner-occupier, the campaign leveraged the re-emerging character of Leichhardt and positioned Epicure as leading the renaissance of the area Inspired by the area’s Italian heritage. It communicated to locals a return to the international style and charm Leichhardt was once famous for – generous space to entertain family and friends and intimately connected to great food and culture; a return to ‘La Dolce Vita’. CGIs, inspired by the classic Italian ideal of good food and festive living, were aligned to the aesthetic of the photoshoot and visually amplified the Italian heritage connection.
The campaign established Epicure as a place that contributes to the rich culture of Leichhardt, engaged the local community and successfully integrating the project into the fabric of the suburb.