Lifestyle Communities redefines downsizing in new ‘Way to Live’ brand platform via By All Means

Independent strategic and creative agency By All Means, together with long-standing client Lifestyle Communities and media agency Half Dome, has unveiled a new brand platform redefining the way Australians over 50 see the next chapter of their lives.

 

The new platform, ‘Way to Live’, is the result of a thorough strategic process led by By All Means. Built on the universal human need for belonging, the platform repositions downsizing as an empowering choice – one that unlocks freedom, connection, and opportunity for over 50s.

By All Means Creative Partner, Toby Cummings says: “Way to Live highlights the power of belonging in a way that avoids the tropes and cliches of the category. It was an absolute pleasure to collaborate with the brilliant team at Lifestyle in bringing this vision to life, and the joy of it is plain to see in the work.”

“This isn’t just a campaign, it’s a redefinition of the Lifestyle Communities brand,” says By All Means Managing Partner, Mat Cummings. “From the beginning, we partnered closely with the Lifestyle team to unearth a bigger truth about downsizing – that it isn’t just about where you live, but how you live.”

At the heart of the launch is a fully integrated campaign spanning film, radio, print, social, digital, and web. But unlike most campaigns, the Way to Live platform has already begun shaping the business beyond communications – influencing how Lifestyle Communities defines its culture, interacts with homeowners, and speaks to investors and staff alike.

The launch film is underscored by Joe Cocker’s iconic anthem ‘Up Where We Belong’, a nostalgic hit that resonates deeply with the Lifestyle Communities audience, capturing the spirit of their past, as well as their optimism for the future.

Lifestyle Communities Executive General Manager – Marketing, David Jennings, says: “Way to Live reflects our belief that downsizing isn’t about less – it’s about more. A way to stay active. A way to connect, feel safe, share experiences. It’s a way to free up cash and enjoy life right now.’’

Since 2020, By All Means has partnered with Lifestyle Communities to deliver a suite of through-the-line campaigns. This latest work not only demonstrates the agency’s strategic depth and creative craft, but also its ability to deliver brand platforms that inspire genuine business transformation.

Adds Cummings: “At By All Means, we live by the philosophy of Determined to Inspire and this work is a testament to that promise – a brand idea with the scale and humanity to transform not just perceptions, but the way an organisation can live and breathe its values.”

Client – Lifestyle Communities
Executive General Manager – Marketing: David Jennings
Head of Digital Marketing: Jess Hart
Group Marketing Manager: Meagan Nixon

Creative Agency – By All Means
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Managing Partner: Mat Cummings
Managing Partner: Georgie Pownall
Copywriter: Liam Ratliff
Art Director: Grace Hurley

Media Agency – Half Dome
Will Harms: Head of Clients
Adrian Cosstick: Head of Strategy
Rawanne Auda: Client Partner
Madeleine McConnachie: Client Solutions Director
Floriana Deleo: Senior Client Solutions Manager
Stephanie De Vos: Associate Investment Director
Brooke Kendrick: Senior Investment Executive
Holly Elstoft: Investment Manager

Production Company – MOFA
Director: Hayden Sommerville
Executive Producer: Llew Griffiths
Producer: Megan Ayers
Producer: Nikolas Aulich
DoP: Alex Serafini

Casting – Studio P
Casting Director: Pete Dermatis
Casting Director: Lauren Mass

Edit / Post Production – ARC
Executive Producer – Winnie O’Neil
Offline Editor – Lawrence Van Camp
Grader – Trish Cahill
Online – Chris Betteridge

Audio Production – Bang Bang
Sound Designers – Tristan Dewey, Justin Bodanac
Sound Producer – Polly McGregor

Music Licensing- Music Mill
Song: Jennifer Warnes and Joe Cocker ‘Up Where We Belong’
Music Supervision and Song Licensing: Music Mill

Photography – Tomboy
Creative Producer – Sam Lee
Photographer – Neil Bailey
Retoucher – Dave Mercer