Project Overview
The suburb of Leichhardt is an established community, with local residents who do not readily welcome new development. To appeal to this challenging target audience, we leveraged the re-emerging character of Leichhardt and positioned Epicure as leading the renaissance of the area. The campaign’s identity communicated a return to the international style and charm Leichhardt was once famous for and positions Epicure as a place that contributes to, rather than clashes with the rich culture of Leichhardt.
Project Commissioner
Project Creator
Team
Creative Director and Strategist: Matt Barratt
Creative Director (CGI): Peter Drew
Design Director: Pete Georgiou
Designer: James Fitzgerald
Copywriter: Jovana Gladanac
Account Manager: Tina Fluerty
Project Brief
Epicure is a new development by Changfa of 139 apartments in the inner-west Sydney suburb of Leichhardt. The development will bring a new level of quality to the market, transforming and elevating the image of apartment living in the area. Hoyne were briefed to create a campaign that communicated this to the target market of local owner occupiers.
Project Innovation/Need
The campaign leveraged the re-emerging character of Leichhardt and positioned Epicure as leading the renaissance of the area, inspired by the area’s Italian heritage. It communicated to locals a return to the international style and charm Leichhardt was once famous for – generous space to entertain family and friends and intimately connected to great food and culture; a return to ‘La Dolce Vita’.
The campaign takes its visual cues from the world of fashion. The perfectly curated photography amplifies the character of traditional Italian stereotypes, and brings to life that classic Italian ideal of good food and festive living. CGIs, were aligned to the aesthetic of the photoshoot and visually amplified the Italian heritage connection.
Design Challenge
The campaign had to overcome the fact that Leichhardt is an established community of heritage homes and boutique apartments, and appeal to local residents who do not readily welcome new development into their neighbourhoods.
User Experience
The campaign established Epicure as a place that contributes to the rich culture of Leichhardt, engaged the local community and successfully integrating the project into the fabric of the suburb.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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