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As part of The Annual we put creative agencies to the test and asked them to come up with the best mock brief for an idea of our choice.
Brief: Millennials are everywhere but they’re being priced out of the housing market. In this reality, where buying a family homes is no longer feasible, co-living spaces for Gen Y (giant dorm-rooms for adults) are popping up in urban hubs. Create an ad that promotes – or lobbies against – this new millennial trend.
Isobar “Free Range Human”
Humans need room to grow. If we want the next generation to stand on its own two feet, co-living dorms are not the solution to the housing affordability crisis.
Associate Creative Director: Marcel Moniaga | Senior Copywriter: Tom McMullan
MediaCom “Smashed Dreams”
What happens when baby boomer Bernie Salt claims young Aussies can’t afford to buy houses because they’re spending large on avocados? Well, we do what millennials do best and we smash the problem.
ECD: Gemma Hunter | Art Director: Simon Jarosz| Senior Creative: Taylor Thornton
Ogilvy Brisbane “Collabitate”
Forward-thinking property developers are exploring new living environments for social humans – those who are eager to combine residential cohabitation with professional collaboration, all in one place. Here’s how we’d take the message to market in targeted press, leading to a strong digital utility to inspire, inform and connect potential customers.
Creative direction: Phil Nobay: Strategy: Ewen Pettit | Concept: Erin Higgs, Joe Gribben, Simon Budzevski | Copy: Ryan Yip | Art Direction: Simon Budzevski, Joe Gribben | Project Management: Alex Sundqvist
Ogilvy Brisbane “Joyner”
This is where the new generation of home buyers and renters really lives – online. Joyner is an app that pulls in users’ social, entertainment and professional feeds to connect them with likeminded people in the local labyrinth of high density, shared accommodation that will soon be the norm.
Creative direction: | Phil Nobay Strategy: Ewen Pettit | Concept: Erin Higgs, Joe Gribben, Simon Budzevski
Grey Australia “Shoe box”
In this direction we’re portraying what it’s like to live without space. We’ve all been there at one point, cooped up in what we tell our friends is a ‘shoebox’. So why would we want to impose that on anyone else? Let’s make living space affordable.
GYP&R “Fear of the known”
In a time of instant gratification, with every whim, want and luxury at their fingertips, millennials face a reality where even the most basic of dwellings is beyond them.
Art: Brad Stapleton | Copy: Jen Dobbie | Group ECDs: David Joubert and Bart Pawlak
GPY&R "The Factory Human"
When it comes to finding homes, millennials are being treated like farmed animals thanks to baby boomers, who came to expect large homes as their right. Now, despite not needing them any longer, the boomers will not give them up. This inequality must be stopped. And if it cannot be stopped, well, then IFEAR will make its resultant dorm living more bearable, with well designed and group priced furnishings for all co habiters.
Art: Tom Denton | Copy: Jen Dobbie | Group ECDs: David Joubert and Bart Pawlak
Soap “Co-living spaces”
Co-living spaces promote a utopian vision of city living. Unfortunately the reality is very different. If you strip away the marketing, co-living spaces are a depressing reality of the broader housing crisis.We’re arguing co-living is a last-resort not a solution.
Have you seen some of the other AdNews Mock Briefs?
The AdNews Mock Brief: Life in a post-Trump world
The AdNews Mock Brief: Find Tony his next job
The AdNews Mock Brief: Marriage equality
The AdNews Mock brief: the digital detox is a thing
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