Unveiling a new brand with a century of proud history

Client

Frasers Property Australia is one of the country’s leading diversified property groups, active in residential, retail, commercial, and build-to-rent development and community creation. 

Challenge

We’ve been working with Frasers Property since 2015, helping to launch their brand in Australia after the takeover of Australand by global real estate powerhouse, Frasers Property Limited. The challenge was to establish and grow awareness for a brand that was new in the market, but had a century of outstanding pedigree.

Solution

An integrated through-the-line campaign called Live proud, reflecting proud moments of achievement, family, and community connection. The campaign is now in its 6th year and features TV and radio ads voiced by Claudia Karvan, outdoor executions, digital advertising, online content, video testimonials, and the biannual Live proud magazine. 

Services

• Brand positioning

• Creative development

• Copywriting

• Content production

• Design

• Digital 

• Film production

• Photography

Collaborators

• 50 Crates

• Outrun