Carpet Court launches new ’50 Years of Living It’ brand campaign via Communicado
Australiaʼs largest retail flooring and window furnishing specialist Carpet Court, is celebrating 50 years in business in a new brand campaign via Communicado.
The end result of a competitive pitch in late 2022, the ʻ50 Years of Living Itʼ campaign aims to connect with all Australians by celebrating lifeʼs moments within the most sacred place, our home, and the role Carpet Court has played in helping Australians ʻDream it. Style itʼ and most importantly, ʻLive itʼ over the past 50 years.
Says Kara Norris, chief marketing officer, Carpet Court: “The Carpet Court brand has come such a long way in 50 years, an evolution that has moved with the times and trends appealing to customers both past and present.
“Our brief to Communicado was to develop an integrated campaign that celebrates who we are and our connection to our customers and communities over the past 50 years. We wanted to tell the story of being proudly Australian, generational and reaching communities Australia-wide … and that weʼll be around for the next 50 years.
“This is very different to anything weʼve ever done and this milestone sets us up for the next exciting evolution with a year of integrated communications activity to come.”
The hero 60 second film features a ʻfly on the wallʼ style montage that takes a non-linear journey via a cross section of current day Aussies and their different styles, tastes and eras of homes, reminding viewers of the role that Carpet Court has played in so many lives over so many years.
Says Annie Price, creative director, Communicado: “It was great to reunite with Kara, James and Mary again, aer working together in a past life. And a privilege to bring their 50 year milestone to life in this work. I was inspired by the old adage ʻif the walls could talkʼ but instead, wondered what your floors would say if they could tell your life story.”
Comprising a hero 60 second film with a series of cutdowns and radio, the campaign launched 9th July and will be amplified via a media strategy developed and executed by Nunn Media plus PR and social extensions via Communicado.
Wholly independent, Communicado delivers integrated thinking and creative solutions, combined with PR, digital and shopper delivery for some of Australiaʼs most loved brands including Dulux, PETstock, Asahi CUB and BabyLove.
Client – Carpet Court Australia
Chief Executive Officer: James Hayward
Chief Marketing Officer: Kara Norris
Marketing Manager: Mary Di Carlo
Marketing Specialist: Kathleen Forsyth
Creative Agency – Communicado
Managing Director: Kerrie Ryan
Creative Director & Writer: Annie Price
Integrated Strategy Director: Eliza Mielczarek
Head of PR: Fiona Mullen
PR Specialist: Kathy Lane
Digital Creative & Social Media Manager: Lydia Burrows
Senior Account Executive: Shiona Oosha Raj
Production – The Producers
Director: Tim Gibbs
Executive Producer: Tanya Spencer
1st AD: Greg Cobain
Production Manager: Georgia Rankin
Production Assistant: Sophie Johnston
DOP: Michael Gibbs
Post Production – The Editors
Head of Production: Liv Reddy
Editor: Peter Barton
Colourist: Ben Eagleton
Online: Matt Edwards
Sound – Production Alley
Music Supervision – Level Two Music
Media – Nunn Media
9 Comments
Sorry, we waited 50 years for that?
dirty carpet
Could the voice over read be any more annoying and as for the TC gesture, please!
such a good opportunity to bring something special to the table – and felt like a generic beat your chest brand ad
So all the dudes are partying, dancing and having fun while the womenfolk are looking after the kids, fainting over the prospect of finally getting hitched or cooking. How far we’ve come in 50 years!
So bad I wouldn’t know where to start.
Be grounded by the limits of your dreams.
Carpet Court doesn’t attract the most ambitious marketers I imagine.
It’s official; Australian advertising has hit rock bottom. This used to be a somewhat prestigious occupation. But now I’d admit I worked in advertising with considerable trepidation.