Lifestyle Communities launches latest downsizing campaign iteration via By All Means
Lifestyle Communities has launched the latest instalment of its ongoing downsizing campaign, via creative agency By All Means.
This latest iteration marks a pivot away from characters Richard and Donna, who have starred in the campaign up until the most recent spot in February.
The new TVC, produced by AIRBAG and directed by Edward Housden, is the fifth in the series, with this iteration focusing on a single woman considering trading in her big old home for a brand new on at Lifestyle Communities. After taking a walk through the facilities, indulging in the pool, private cinema and a quick yoga session along the way, her decision to make the move is firmly locked in – but not without a little friction.
“We’re excited to launch the next chapter in the downsizing saga, and even more excited to speak to the audience who are most likely to make the most of it”, commented Rita Simonetta, head of marketing at Lifestyle Communities.
“We’ve seen some hilarious twists and turns from TVCs 1–4, but it’s been great to take an earnest look at the tough but rewarding process of finally making that decision to downsize. For women living on their own, selling their family home and taking the plunge is no easy decision, so we’re thrilled that By All Means managed to handle that sentiment so tactfully and truthfully — while still delivering that light-hearted dose of humour Lifestyle Communities is so well known for. You’ll have to see the ending to see what I mean!”
Toby Cummings, creative partner at By All Means said: “Lifestyle Communities have always been fiercely devoted to being outliers in their category. The only ones out there who truly understand that downsizing to a brand new home, and transitioning to the best years of your life, is far from a bland subject”
“We’re honoured to help tell that story, and making it better with every episode. Stay tuned.”
Credits
Client – Lifestyle Communities
Managing Director: James Kelly
Head of Marketing: Rita Simonetta
Creative Lead: Sam Franks
Agency – By All Means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Ash Gotti
Creative: Jacob Redding
Audio Production: James Starnes (Bang Bang)
Production Company – AIRBAG
Director: Edward Housden
DOP: Simon Walsh
Producer: Johanna Rayner
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
Editor: Michael Houlahan
Online: Stafford Wilson
Colour Grading: Trish Cahill
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