ASX-listed Lifestyle Communities launches new brand platform
Retirement village company Lifestyle Communities has “redefined” its identity with a new brand platform, Mumbrella can reveal, developed by agency partners By All Means and Half Dome.
The new platform, “Way to Live” is the result of a thorough strategic process led by By All Means, and encourages Australians over 50 to reconsider how they see the next chapter of their lives.
It is built on the universal human need for belonging, repositioning downsizing as an empowering choice — one that unlocks freedom, connection, and opportunity, according to the agency’s creative partner Toby Cummings.
“’Way to Live’ highlights the power of belonging in a way that avoids the tropes and cliches of the category,” he said. “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.”
Mat Cummings, managing partner at By All Means, said the work is a “redefinition of the Lifestyle Communities brand”.
“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,” he said.
At the heart of the new brand platform is a fully integrated campaign spanning film, print, radio, social, digital, and web channels, with media planning and buying from Half Dome.
By All Means said “Way to Live” goes beyond communications, influencing how Lifestyle Communities defines its culture, interacts with homeowners, and speaks to investors and staff.
The retirement village company has been ASX-listed since 2007. It has 24 communities across the country, with over 4,000 homeowners.
The launch film is underscored by Joe Cocker’s “Up Where We Belong”, a nostalgic hit that should resonate with the brand’s target audience. It aims to capture the spirit of their past, as well as their optimism for the future.
“‘Way to Live’ reflects our belief that downsizing isn’t about less – it’s about more,” David Jennings, executive general manager of marketing at Lifestyle Communities, said. “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.”
Credits:
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
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