Mirvac tells its 54-year brand story in bold new campaign
Mirvac tells its "proud history" after 54 years
Australian construction firm Mirvac has launched a bold new campaign, marking the first time it has “really told [its] brand story” in its 54-year history.
Underpinned by the tagline “Building the Imagine Nation” and featuring Sydney’s Broadway shopping centre, the new brand positioning is centred on Mirvac’s building projects beginning with a spark of imagination.
A new TV and digital ad follows protagonist “Alex” as she is immersed in a diorama of the Broadway Centre, moving through a series of scenes brought to life using different techniques, including clay modelling and Studio Ghibli-style animation.
Speaking to Mumbrella about the campaign’s development, Mirvac Group general manager for customer, brand and innovation Ben Allen said: “We’ve got a really proud history of 50 years of creating amazing places for Australians to work, live and connect. But we’ve never really told our brand story.
“As our business has grown and diversified, we never took the time to sit and explain why we’re different. The heart of what we’ve done has always been incredible quality, but when we unpack what’s in our DNA, it’s that we have this integrated model: acquire, design, develop, construct, and manage our assets. That allows us to really apply imagination all the way through.”
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According to a media release, a number of artists contributed to the campaign’s multiple artistic styles, all working alongside Mirvac’s in-house creative and marketing team.
Speaking to Mumbrella about how the campaign came together, Allen said: “To get a great creative idea, you need a really clean strategy. Once we had the heart of the brief, we assembled a highly experienced team to bring it to life. It wasn’t a traditional route of just going to one agency—it was about who could get this idea and execute it.
Mirvac “never took the time to sit and explain why we’re different” — until now
“Working with a strong production agency like Finch and a director like Toby, who could handle different animation styles and big brand ads, made it all come together.”
The campaign launches as the company undertakes renovations of the historic Broadway Centre, which itself was brought to life as a diorama in the commercial using artificial intelligence.
On the use of AI, Allen added that the campaign “was heavily created and managed by humans”.
“It’s a great tool, but you need a really clear creative idea and strong human oversight to get the outcome we wanted,” he said.
Speaking about Mirvac’s long-term goals, Allen said he hoped the campaign would help it connect with “younger Australians and new Australians, particularly those engaging with our ‘built to rent’ apartments: people in their twenties and thirties who are future customers and workers.”
“Our main goal for this campaign is to help people understand who we are, the full depth and breadth of what we offer, and what makes us different. That awareness will support all our other marketing activities,” he added.
Credits:
Client: Mirvac
Chief Stakeholder Relations and Customer Officer – Amy Menere
GM Brand, and 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
Such a promising brand platform and campaign line, yet the execution fails to fire. Where is the “aha” moment? Why doesn’t imagination transition into reality? The whimsical illustrations feel dated and lack the oomph expected of a trustworthy brand that shapes cities and communities at scale. The campaign risks sending the message that Mirvac imagines, and stops there.
It looks like ad for one of those customisable kids story books!
That terrible V/O takes it from a 5.5 to a 3.
I’m sorry but who greenlit this? I have no idea what is going on – perhaps there’s a longer ad that makes more sense?