//Real Estate
It is an unfortunate reality that most ads generated by real estate developers in the country are poorly conceived and sometimes downright schlocky. Apparently, the basic formula followed by many developers and their agencies goes like this: 1) Take a bunch of generic-looking photos of singles, couples or families having a jolly good time in model units or just download stock photos (ethnicity doesn’t matter). 2) Sit down with a thesaurus and list down the synonyms of “leisure”, “comfort”, “luxury”, etc. for the next item 3) Concoct taglines like “Relaxed Living in the Metro” and match them with copy that also applies to the competitor 4) Get the artist to create a mish-mash of everything using graphic and layout “trends”.
The campaign and its communications materials proved to be a memorable deviation from the mind-numbing real estate ad landscape.
