Dale Alcock Homes takes the long view with new brand campaign via Rare
After a competitive agency review late 2020, Rare was appointed to partner with Dale Alcock Homes. Following six months of research, strategy and creative development the business launched its new brand campaign and positioning.
In a world of instant gratification and disposable products, Dale Alcock Homes reminds viewers to think about the long term in their new ‘All the days’ brand campaign.
Rare teamed up with up with producer Béatrice Masia and director Matt Pitcher from Open Spaces to create a new brand TVC that covers a timespan of a decade to demonstrate the quality and flexibility of a Dale Alcock home. It shows the home adapting to the changing needs of a family and showcases the important role a home plays in the backdrop of their lives.
“For most people, building a home is one the biggest investments they’ll ever make, so it’s important to think about how that home will stand up to the test of time. That not only comes down to the quality of the build and flexibility of the design. More importantly, it’s about creating a place where your family feels at home, every day they live there,” said Liz Hammond, Creative Director at Rare.
Dale Alcock Homes Marketing Manager, Bruce Leigh, said: “We believe the true test of a home is how it functions over the long term. Our homes are renowned for design and quality, but they will also continue to impress for years to come no matter the changing needs of your family. That’s why we are one of the most trusted homebuilders in Perth and the South West.”
Credits
Agency: Rare
Creative Direction: Liz Hammond
Copywriter: Alida Henson
Agency Producer: Shannon Hicks, Damien Del Borrello
Production: Open Spaces
Producer: Béatrice Masia
Director: Matt Pitcher
Post-Production: James Hawkes, The Office of John Cheese
Sound Design: Justin Braine Sound Design
Stills Photography: Simon Westlake
Strategy and Client Management: Richard Beards, Jez Reilly, Adriana Robbins, Hailee Hanlon, Imogen Butcher
Client: Tony Pritchett, Bruce Leigh, Jemma Denison
3 Comments
Sweet. Nice way of helping the audience justify a pricier product. BUT – you should have killed off the dog at the end – guaranteed tears. They they get a new puppy in the sequel…
Nice, but it feels very similar to the Bowra and Odea and Bedshed work.
That’s a little unfair to blame the agency. Most Perth clients want generic ‘please everyone’ ads like this; safe work, that ticks all the boxes. Do you know how hard it is to get outstanding, brave TV made in this town? For bigger clients, almost impossible.