Developed by LiveChina, which handled creative and media, the campaign is built around a TV spot which tells the “fairytale” story of a girl who grows up to find her house becoming too small for her. A Centaline portfolio transforms into a 3D-city, which our protagonist enters to find love.
“The challenge for us is to maintain Centaline’s leading position in the industry ahead of competitors such as Midland Realty,” said LiveChina group account director Marco Tang.
The spot marks a departure for Centaline, which has favoured a more aggressive style in its previous advertising campaigns
“We want to project a warm, soft, simple and clean creative approach,” explained Tang.
The corporate branding TV campaign launched as the second phase of an earlier tactical outdoor campaign which included trams shelters and bus bodies.
