Opening the doors to modern living
JLL
A playful brand campaign depicting the fun contradiction of urban dwellers and urban living.
Art Direction
Advertising
Film
Digital
Social
Agency: Bandstand
Copy: Will Miles
Photographer: Morten Borgestad
My role: Concept, art direction & design
Project
summary
Bandstand was tasked to create 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-focused property portfolio and an exceptional research and insight department.
In a busy marketplace saturated by stock or corporate property imagery, we aimed to cut through by focusing on people and humour.
Our brand campaign reflected the frantic fun of modern life in a city. Shot in real homes, we highlighted the quirky habits of urban dwellers. We playfully presented six scenes that tapped into modern trends- from fast food to footwear.
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 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 media placement.
