Advertising Campaign for LEGENDA New Earth
A vacuum cleaner becomes a corgi leash in LEGENDA’s housing campaign.
The Clients created an advertising campaign for LEGENDA’s New Earth residential development, tasked with differentiating it from ten nearby new housing projects by communicating its in-app home-service subscriptions. Built around the line “New Earth Instead of Old Habits,” the campaign crossed out everyday chores in favour of leisure activities; a live-action 15-second split-screen film transformed household objects into hobby props, supported by adaptable digital, outdoor, and print executions.
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Insights
- LEGENDA differentiated New Earth through home-service subscriptions available in its app, against a cluster of nearby residential developments.
- The campaign replaces household chores with leisure: a furniture-assembly hammer becomes a drumstick, a vacuum cleaner becomes a dog leash, and a sheet becomes a yacht sail.
- A 15-second split-screen film was structured around three short transformations. The crossed-out-chore formula could then be adapted for digital, outdoor and print placements.
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