Downsizing adventures continue in sequel TVC for Lifestyle Communities via By All Means


Lifestyle Communities, a developer and operator of high-quality, affordable community living for working, semi-retired and retired Australians, has launched a new TV commercial via By All Means and AIRBAG.


The new TVC, the second that By All Means has created for Lifestyle Communities, features the return of much-loved characters from the first installment, Richard and Donna. The new 30 second commercial highlights the next phase in the mid-60s couple’s ongoing downsizing journey – the decluttering of all things that are old, dusty and downright useless.

Says Carmen Petropulo, head of marketing at Lifestyle Communities: “We received an overwhelmingly positive response from our first TVC featuring Richard and Donna, and we just knew it wasn’t the end of their journey.

“At Lifestyle Communities, we’re champions for facilitating a bigger life for downsizers, enabling them to live an independent life of luxury at a truly affordable price. This campaign spotlights Richard & Donna’s own inimitable approach to the national sport that is Hard Rubbish Day, a moment not just familiar to many of our customers and homeowners, but recognisable around the country.”

Now with more than 20 communities around Victoria, Lifestyle Communities is encouraging Australians to consider downsizing their family home to not only buy a new high-quality, low maintenance house, but enjoy the perks that come with having enough money left over to do the things they’ve always wanted to do.

Says Ed Howley, creative partner at By All Means: “We’re thrilled to create another exciting chapter of this story with Lifestyle Communities. It’s a privilege to be working with such a brave client. Every step of the way, they challenge us to defy their category in new and exciting ways, and we can’t wait to show the world what else we have in store for Richard and Donna!”

Client – Lifestyle Communities
Managing Director: James Kelly
Head of Marketing: Carmen Petropulo
Senior Designer: Katie Pryde
Campaign Coordinator: Lilybet Holt

Agency – By All Means
Managing Partner: Mat Cummings
Account Manager: Zoe Potter
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Ash Gotti
Creative: Jacob Redding
Audio Production: Rob Stephens (Bang Bang)

Production Company – AIRBAG
Director: Ben Saunders
DOP: Simon Walsh
Producer: David Curry
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
DOP: Simon Walsh
Editor: Michael Houlahan
Online: Chris Reynolds
Colour Grading: CJ Dobson