Jane Doe Creation launches ‘A Place For Humans’ campaign for student living provider Scape
Creative agency Jane Doe Creation has launched a new campaign for student living provider Scape, called ‘A Place For Humans’.
The campaign aims to highlight the student experience through a socially led integrated campaign, using voices of real Scape students to bring to life the stories of their experiences.
‘A Place For Humans’ will run nationally across out of home advertising, print, social and digital, aiming to target both local and international tertiary education students living at home or in private residential accommodation.
“From branded moments, like our trams and airport media, right through to our acquisition channels, we are unleashing the creativity of our residents to bring to life what it’s really like to live, play and stay at Scape,” Scape Australia general manager of brand and marketing Rosalind Lill said.
“Truthfully shared through the eyes and voices of our beloved residents, we are using a mixture of journalistic style photography and working with our new Scape Creator platform to create bespoke and honest stories for students, by students.
“Our creative partner Jane Doe Creation has been there to mentor and guide the students — all of whom are keen to develop content skills, and to provide the thread that ties it all together.”
Jane Doe Creation executive creative director Penny Buck said: “When communicating with today’s students, flex culture has been replaced by social realism. Chaos reigns over our previously aestheticized feeds and Gen Z doesn’t always want to see the curated life; they want to experience what’s real and what’s messy.
“We wanted to show new students what it’s really like to live at Scape in a marketing campaign that heroes the real and the human.”
Scape Australia CEO Anouk Darling added: “Creativity and authenticity are part of Scape’s cultural fabric, and what better way to celebrate than with a co-created campaign with our students. The real, the human, the messy and the beautiful truths of student life.”
Campaign Credits:
Client: Scape
CEO: Anouk Darling
General Manager Brand & Marketing: Rosalind Lill-Lusby
Senior Brand & Marketing Manager: Heidi Verlaan
Digital Content Manager: Anthony Kleine
Graphic Designers: Josh Butler, Gwen Williams
Creative Agency: Jane Doe Creation
Executive Creative Director: Penny Buck
Executive Producer: Elissa Maine
Senior Writer: Christian Tough
Senior Art Director: Annabelle Gasper
Photography Company: Photoplay Photography
Photographer: Karima Asaad
Senior Creative Producer: Amanda Moore
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