Bayleys has launched a campaign that celebrates the real estate company’s ethos of teamwork and collaboration.
‘Altogether Better’, by ICG and Film Construction, includes four 30-second TVCs, two with extended 45-second versions, showing New Zealand kids during enterprising moments, whether that be at a lemonade stall, economics lesson or the lunch table.
Each TVC shows one kid outsmarting those around them – including adults – and at the end of each ad we learn that each of smart children’s parents work for Bayleys.
One ad shows a child’s lemonade stall suffering from low customer counts until a Bayleys child adds ‘organic’ to the stall name to better represent the product. Another outsmarts the teacher during an economics lesson and students in the class whisper “his dad works for Bayleys”.
Bayleys national director – marketing and communications Chris Gwin says the company wanted the campaign to truly represent the global reach.
“The objective of the campaign was to find a way to corral our strategy and internal behaviour. We are ‘Altogether Better’ because we are a connected network that works across all geographic locations and all asset classes in New Zealand and Fiji. We strongly believe our people, and more importantly the way we work together, is what makes us New Zealand’s premier real estate brand, able to serve the property needs of people all over the country.”
ICG worked closely and collaboratively with the Bayleys team to develop the new campaign, with the hopes to communicate Bayleys unique position in the real estate sector in New Zealand.
As well as the TVCs, ‘Altogether Better’ will roll out online, in print and in outdoor executions.
Client – Bayleys
National director marketing and communications – Chris Gwin
Marketing manager- brand – Diana Anton
Film company – Film Construction
Director – Perry Bradley
Executive producer – Jozsef Fityus
Producer – Ivan Barge
DOP – Renaud Maire
Agency – ICG