Real estate agency Ray White suggests “great” is slightly overused in light-hearted campaign.
Australian real estate giant Ray White have launched their first ever major brand campaign, calling out the Australian habit of calling everything “great”.
The campaign, created by DO agency, is a light-hearted jab at the naming of some of Australia’s famous moments and places.
The Great Barrier Reef, the Great Ocean Road and even the Great Depression are all held up as examples in a minute long TVC which suggests, tongue in cheek, that perhaps we could be a little more imaginative.
The clip stars Australian actor Rhys Muldoon and was filmed in country Victoria, directed by Pool Collective’s Simon Harsent.
“DO, their partners and Rhys helped to deliver something that we’re all very proud of. We all came together naturally as one team and the outcome really was great,” says Ray White Group head of marketing Lisa Pennell.
DO managing director Andrew Dowling was thrilled with how the campaign turned out.
“It’s a pretty great result all round, I would say. We know Australians are great, and still aspire to live the dream when it comes to their property, no matter what their dream is,” says Dowling.
The campaign launched nationally online and in cinema on September 15.
