The first integrated brand campaign in the company’s 54-year history.
Mirvac is championing the idea that great places start with imagination in a campaign via GAME Creative.
This is Mirvac’s first integrated brand campaign in the company’s 54-year history.
“Building the imagine nation” signals a renewed strategic focus on our brand, and importantly captures the vital essence of who we are and what we do,” said Mirvac group general manager, customer, brand, Ben Allen.
“Mirvac is unique in our integrated creation and curation capability – we imagine, consult, design and develop places and communities, as well as operating and managing them into the future – and our new brand campaign brings this capability to life.
“Imagination is how we break convention, design for the future and create places where people can truly thrive. From workplaces and homes to retail precincts and urban destinations, each project is an opportunity to contribute to Australia’s evolving story.
“The ‘building the imagine nation’ platform is designed to unify Mirvac’s diverse portfolio – residential, build-to-rent, office, industrial, retail, and funds management – under a single, future-focused brand idea. It will guide brand expression across the business and serve as a long-term creative platform for future brand positioning.”
The overall production was managed by Finch and directed by Toby Pike. Post-production companies Heckler and Mighty Nice, with Infiniteyay, created the elements of the final films. The music and soundtrack were all original compositions by Heckler Sound.
The campaign will roll out nationally across broadcast, outdoor, digital, social, and owned channels from this week.
“Mirvac has always been a creative company defined by its imagination, ambition, and purpose,” said GAME Creative founder and chief creative strategist, Dan Beaumont.
“The challenge with a platform idea of ‘building the imagine nation’ is that you must live up to it. You have to demonstrate this ambition in the most imaginative way possible.
"It’s rare to help shape a brand story of this scale for a company with such impact on the Australian landscape. We’re incredibly proud of the work and the partnership.”
Credits
Client: Mirvac
Chief Stakeholder Relations and Customer Officer – Amy Menere
GM Brand, Customer and Innovation – Ben Allen
Marketing Brand and Customer Engagement Director – Megan Thomas
Marketing Brand Manager – Joanne Tran
Agency: GAME Creative
Founder / CCS: Dan Beaumont
Creative Leader / Writer: Steve Jackson @jackojackoi&jacko
Art Director: Cam Hoelter
Design Director: Pim Van Nunen
Executive Producer: Susannah Myerson
Film Production Co: Finch
Director: Toby Pike
Senior Producer: Bryce Lintern
Post-Production Co: Heckler
Sound: Heckler Music
Animation: Mighty Nice / Infiniteyay
Media: Metropolis
