GJ Gardner Homes encourages Aussies to feel the joy of building in new campaign via BCM Group
After recently being appointed to the creative and media account for the national home builder, BCM Group has launched a new, refreshingly different, brand campaign focusing on the small, everyday moments that make building with GJ Gardner great.
‘Feel the Joy of Building’ sets out to reaffirm the brand’s position as a true advocate of the home builder, showcasing the inspiration, fulfilment and emotion that comes with the journey of building a new home.
Says Phil McDonald, partner and managing director, BCM Group: “By focusing on the emotional satisfaction of actually building your home, we were able to take a nice side-step in the category for GJ Gardner Homes.
“Most of the category focus on the end product of home building. Where model-like families live, hosting BBQs and playing with their perfectly manicured dog in the backyard (most of the time all in slow motion). But very few focus on the exciting and emotional journey of the home building process, as you witness a new home take shape from a concrete slab to the fully finished product. The ‘Feel the Joy of Building’ promise in this campaign zeroes in on what makes GJ Gardner different from the rest and taps this category insight perfectly.”
GJ Gardner’s head of marketing, Andrew Borg says the new platform is reflective of the organisation’s commitment to being there for their clients every step of the way.
The new campaign launches nationally this week.
Client: GJ Gardner
Chris Thornton
Andrew Borg
Creative Agency: BCM Group
Managing Director & Partner: Phil McDonald
Account Director: Laurelle Simliet
Agency Producer: Holly Hayes
Creatives: Andy Ward, Sam Boyd, Shaun Egan
Director of Media & Engagement: Chris Platt
Integrated Media Manager: Laura Furness
Production Company: Clockwork Films
Managing Director: Jamie Cullen
Executive Producer: Damien Whitney
Director: James Medlam
DOP: Miller Best
Sound: Cutting Edge – Mike Lange
Composer: Jonny Higgins
8 Comments
have a house-gasm
Why why why….geeez
Even if you managed to secure the rights to massive attack it still would have been an odd choice. This just feels like a weird, low budget metricon ad.
Transparency is the key that’s missing in many builders.
People are already peeping on how its going.
By making it more convenient they are targetting the first home buyers.
Unfortunately its not a good idea to have people at site as they will start shoulder tapping and questioning.
However my experience with tradies havent been great, so no worries
Nice work guys
Do Massive Attack know you’ve ripped off “Teardrop”? It’s so obviously the same tune. Tthis is really sad. Surely it’s not that hard to write a catchy jingle. What is it with ‘creatives’ rehashing old songs for builders, take Hotondo Homes cover of “My Girlfriend is a Centrefold”.
Emotional? Isn’t that just advertising in general? Anyway, be good if you didn’t rip off Massive Attack. Gives the impression of cheapness and not in the affordability stakes.
I’m guessing y’all used Teardrop because it was the theme song for House? Otherwise that’s a weird choice lmao