Pacifiq Communities ditches the property clichés in new ‘Designed for Real Life’ campaign via Born
Creative agency Born has partnered with property developer Pacifiq Communities, the developer of Riverstone Springs, to launch a new campaign that challenges the conventions of property marketing.
The campaign, simply titled “Designed for Real Life,” promotes the developer’s Riverstone Springs community in Riverbend, south-west Brisbane, but not in the way customers have come to expect from a property developer. Rejecting the stock-standard tropes of sun-drenched barbecues, flawless families, and over-polished promises, this campaign offers a more grounded, real take on what it actually means to buy land and build a home. The messages include “Bigger lots, because no one ever said they wished their lot was smaller” or “Designed by a family, not a focus group.”
Says Jenny Lennon, Creative Director at Born: “Every property development brochure and billboard looks exactly the same—happy families, endless sunshine, and staged barbecues. It’s become laughable. If a brand wants to be real, authenticity has to start with its marketing. That’s exactly what we’ve done here.”
The campaign reflects the vision of Darwin and Michelle King, the family behind Pacifiq Communities, who have built their business on transparency, quality, and creating spaces that genuinely work for modern families.
Says Darwin: “We’ve never wanted to sell a dream that doesn’t match reality. What we care about is delivering something real. A real lifestyle. Real-sized blocks. Real benefits for real people. Born understood that from day one, and this campaign captures exactly who we are.”
The campaign rolls out this month across digital, cinema, outdoor, and print. It comes off the back of strong early momentum for Riverstone Springs, with stages 1 to 3 selling fast, and almost sold out.
Creative Agency: Born
Creative Director: Jenny Lennon
Strategy Director: David Coupland
Account Manager: Lydia Carton
Creative: Thea Hayes
Design Director: Scott Wrightson
Graphic Designer: Sigrid Allugander
Production Company: Last Humans
Director: Shea Bennett
Senior Producer: Lucy Whirledge
Junior Producer: Freya Brunning
DOP: Jake Ward
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