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.
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?