Ray White launches first major brand campaign in its 116 year history, pushing the ‘Great Australian Dream’
Real estate agent Ray White has launched its first major brand campaign since the company launched 116 years ago, starring Australian actor Rhys Muldoon.
Created by creative agency Do, the ad pokes fun at Australia’s inability to give its landmarks creative names and instead, always falling back on the word “great”.
The ad also pushes Ray White’s scale – “Australasia’s largest real estate group” – and its family history.
Lisa Pennell, head of marketing at Ray White Group, said the ad aims to position the company as something ‘great’ which goes beyond just being a real estate company.
“The brief to our creative agency was that we wanted to make a campaign that had the Ray White brand as its heart but that all Australians could connect with.
“The great Australian dream means different things to many different people. It’s your story to write.”
The ad will run across social and in cinemas.
Tom Ormes, creative director at Do, added: “Great clients, great people, great production. The stars align like this so rarely, we really appreciate this one.”
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