Lifestyle Communities launches latest campaign via By All Means

Lifestyle Communities has partnered with creative agency By All Means on its latest TVC campaign, bringing a third installment of characters Richard and Donna’s downsizing journey.

The announcement:

Lifestyle Communities (ASX:LIC), creators of communities for like-minded retired, semi-retired and working Australian downsizers, has released a new TV commercial via By All Means, showcasing the high-spec and fully customisable homes.

The new TVC, produced via AIRBAG, is the third in an ongoing series that By All Means has created for Lifestyle Communities, once again featuring the return of much-loved characters, Richard and Donna, a couple in their mid-60s. The 30 second commercial spotlights a pivotal phase in the couple’s downsizing journey – the move into their brand new, contemporary Lifestyle Communities home, complete with stone benchtops, a butler’s pantry, and quality fixtures and fittings.

“We are delighted to reveal the next step in Richard and Donna’s downsizing journey on screens across Victoria”, commented Carmen Petropulo, Head of Marketing at Lifestyle Communities.

“It has been a thrill to see our much-loved couple take the step towards living a bigger life. We know that reducing their property footprint takes a giant leap of faith for our homeowners, so we love that By All Means has managed to quirkily capture the inherent benefits of downsizing to one of our lifestyle communities in this latest installment. We see Richard and Donna take to their new home like a duck to water; and like a removalist to a spa!”, continued Carmen.

With more than 20 communities around Victoria, each equipped with world-class facilities, an architecturally-designed Clubhouse and low maintenance homes, Lifestyle Communities is encouraging Australians to consider downsizing their family home to enjoy the perks that come with having enough money left over to do the things they’ve always wanted to do.

“Lifestyle Communities’ commitment to producing lively and exciting creative in an effort to defy category norms makes them a client we’re proud to work with”, commented Toby Cummings, Creative Partner at By All Means. “We’re thrilled to have created another exciting chapter in the Richard and Donna series, and we can’t wait to show the world what else we have in store.”

Client – Lifestyle Communities
Managing Director: James Kelly
Head of Marketing: Carmen Petropulo
Senior Graphic Designer: Katie Pryde

Agency – By All Means
Managing Partner: Mat Cummings
Account Manager: Zoe Potter
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Audio Production: James Starnes (Bang Bang)

Production Company – AIRBAG
Director: Ben Saunders
DOP: Simon Walsh
Producer: David Curry
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
Editor: Michael Houlahan
Online: Chris Reynolds
Colour Grading: Martin Greer

Media – Hatched

Source: By All Means media release


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