To develop a ‘distinctive’ multi-channel ad campaign to position Hamlan Homes as Geelong’s largest locally-owned and operated builder. Part of the challenge was to develop a truly meaningful and accurate representation of what ‘local’ really represents.
Hamlan needed a confident and approachable campaign to represent its brand values and genuinely local roots. It was also important to showcase the brand’s unique local homes in their equally distinct settings.
To weave this together and articulate Hamlan’s most distinguishing features in a unique way, Grindstone built a campaign centred around the tagline Distinctively Local, mirroring and strengthening this message throughout the content and visual creative.
There is no better way to convey ‘distinctive’ than by executing a distinctive creative approach.
Our creative strategy was to immerse real Hamlan team members in distinctively local landscapes – holding mirrors with juxtaposed images of Hamlan’s architect designed homes ‘reflecting’ the local environment. The approach was bold, clever, abstract and atypical of building company advertising in general – designed to capture attention and inspire local buyers with the real deal.
Grindstone art directed, designed, produced and developed copy for a suite of creative assets including a video, radio script and series of print ads.
The campaign has been published in the GT, Times Group (Surf Coast Times, Bellarine Times) and Geelong Surf Coast magazines. The radio ad was aired on K Rock, and a digital campaign is in place across Hamlan’s channels.
- Campaign Strategy
- Concept Development
- Print Design
- Radio Advertising
- Photography & Post Production
- Copywriting & Scriptwriting
- Art Direction