HomeStart offers hope for home ownership via Showpony

30 January 2024

Creative Agency: Showpony Advertising

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It's home time.

For many Australians the dream of owning a home feels further away than ever. But HomeStart’s new brand platform from Showpony looks to create hope for those who feel shut out of the housing market.

The campaign, 'It’s home time', is an optimistic and confident statement of purpose, reflecting HomeStart’s determination to open doors to home ownership and innovative loans to help make it happen.

Andrew Mills, CEO of HomeStart, says a lot has changed since 1989, when HomeStart began.

"But what motivates us hasn’t. At HomeStart we fundamentally believe that all South Australians should have the opportunity to own their own home," he says.

"At a time when it’s getting harder and harder to do that, we’re more committed than ever to finding ways to help South Australians enjoy the benefits of home ownership.”

The work is brought to life in a 360 campaign that celebrates the candid, emotional, individual moments when home ownership becomes a reality.

Directed with a storyteller’s eye by Ant McPhail, the video spots bring together diverse stories with a common thread – the importance of having your own place in the world.

The work was developed after a competitive creative pitch in 2023, with Showpony reappointed after close to a decade of holding the account.

Parris Mesidis, Showpony ECD, says what HomeStart offers is so vital.

"Just look at the housing market – it’s never been more important. After almost a decade of working together, it was exciting to approach the brand with fresh eyes and create something to speak to this moment, and beyond," said Mesidis.

The campaign also marks the unveiling of a new brand visual identity, developed by Showpony.

Rory Kennett-Lister, Showpony creative director, says the agency's aim was to create an identity that reflects HomeStart’s values.

"Of opportunity, determination, openness, simplicity while equipping the brand with everything it needs to remain dynamic and distinctive," said Kennett-Lister.



Client: HomeStart

Andrew Mills, CEO

Vas Iannella, Chief Customer Officer

Chris Warden, Marketing & Comms Leader

Alana Walker, Marketing Specialist B2C

Abbey Matson, Graphic Designer


Agency: Showpony

Parris Mesidis, Group Creative Director

Jamie Scott, Group Managing Director

Rory Kennett-Lister, Creative Director

Andy Scott, Senior Creative / Copywriter

Chris Kim, Head of Art

Althier Alianza, Art Director

Annika Turon-Semmens, Junior Art Director

Ana Coelho, Head of Strategy

Sam Cavallaro, Account Director

Julia Palombo, Account Manager

Brooke Loveday, Account Executive

Lisa Browne, Agency Producer

Alex O'Neil, Producer

Rikki Manning, Production Assistant



Ant McPhail, Director

Jani Häkli, Director of Photography

Seeing Sounds, Music Composition

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