Behind closed doors
JLL
A playful brand campaign depicting the fun contradictions of urban dwellers and urban living.
Project involved:
Photography - Film - Advertising - Social - Display - DM
Role: Art direction & design
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Agency: Bandstand
Copy: Will Miles
Photographer: Morten Borgestad
Project summary
Bandstand was tasked with a brand awareness campaign that would educate consumers about JLL’s residential offering and showcase their unique position as experts of urban living.
JLL boasts an impressive city-focussed property portfolio and exceptional research and insight department. We needed a stand-out creative solution that demonstrated how their service could be of value to any consumer, whatever their tastes. In a busy marketplace that is saturated by stock and property imagery, our aim was to cut through by focussing on people and humour.
I lead a brand campaign that reflected the frantic fun of modern life in a city. The campaign was shot in real homes, highlighting the quirky habits of urban dwellers. It playfully presents six scenes that tap into modern trends for fast food, footwear and more.
Our ads featured part-time vegans, a deliveroo-addict, millennial gent, rockstar accountant, hungover gymgoer, and a sneaker obsessive. Backed up by JLL’s research and insight, each advert allowed us to present an affectionate yet thorough understanding of urban living.
We used a brilliant portrait photographer, Morten Borgestad, a quirky yet relatable cast, premium-looking urban homes and heavily curated props to build out our stories that depicted urban observations.
The campaign was launched across print, social media and digital display. OOH placements were in urban areas throughout the UK and Europe, positioning JLL as a playful brand that understands the fun and contradictions of urban living.
Each advert, that portrayed an urban stereotype, was placed
in a relevant piece
of OOH.
The creative was flexed across social media, homepage takeovers, emailers, rich media advertising.
