Directed by Mick Wong of Beautiful State.
Scape is redefining student accommodation as something far more human in a campaign via Jane Doe Creation.
38% of Gen Z experiencing loneliness, according to Scape.
“You Had To Be There” turns the spotlight onto student moments of connection – a hello in a corridor, a shared kitchen moment, a late night that turns into morning – and focuses in on the in-between moments where university becomes more than classes.
It was directed by Mick Wong of Beautiful State.
“We tested this campaign before we backed it fully,” said Scape Australia general manager – brand & marketing, Rosalind Lill.
“And we listened to our residents and our incredible residential experience teams, about the moments that stayed with them. The night they knew they'd made a friend, the first time a corridor felt like home – where they’d felt seen. That's where ‘You Had To Be There’ came from.
“When the numbers backed it – demand up 38%, social engagement up 36% – we knew we had to tell these stories louder. Helping Gen Z students feel like they belong is our number one job. Turns out being honest about that, warts and all, is also good business.”
Extending beyond media, Scape is rolling out ‘The Hello Effect’ across its sites – a simple initiative of student welcome door knocks, shared dinners and monthly birthday gatherings designed to spark everyday connection.
“It’s that moment when strangers become friends,” said Jane Doe Creation executive creative director, Penny Buck.
“That’s the idea behind this campaign and Scape’s spaces are designed for the unplanned moments that turn into stories you retell. We all have them. This is just the beginning.”
Campaign Credits:
Client: Scape Australia
General Manager Brand, Marketing and Communications Scape by the Living Company: Rosalind Lill-Lusby
Senior Brand & Marketing Manager: Heidi Verlaan
Marketing Operations Specialist: Gary Baker
Digital Experience Manager: Jody Nicholas
Creative Agency: Jane Doe Creation
Executive Creative Director: Penny Buck
Executive Creative Producer: Elissa Maine
Director of Strategy: Allison Sims
Senior Project Director: Caroline Maine
Production Company: Beautiful State
Director: Mick Wong
Producer: Kim Kirby
DOP: Ben Cook
Photographer: Ken Butti
Casting: Fountainhead Casting
Editor: Bernard Garry, The Editors
Colourist: Fergus Rotherham, The Editors
Sound Design: Will Thackray, Otis Studios
Media Agencies: Kaimera and Yango
