Creative Concept, Art Direction, Design
MediaCom (WPP & GroupM)
Grosvenor Place is an iconic and premium grade commercial tower in the heart of the Sydney CBD. As a result of 5 floors (9000 sqm) being available for lease, a leasing campaign was required to help attract new tenants. The key selling point of these vacant floors was the planned modern interior refurbishment and terrace balconies with green gardens and spectacular harbour views.
To add an emotional touch to commercial property marketing, the aim isn’t merely to display and advertise the available space. Instead, the focus is on selling the experience within that space. Additionally, there should be encouragement for business owners and managers to consider office spaces that prioritise the health and well-being of their employees.
In line with these insights, the art direction employs impactful imagery of people, complemented by a photographic double exposure effect showcasing the lush greenery from the terrace balconies – a distinctive selling point of the office space. The headline ‘Uniquely Grosvenor’ and campaign messaging further reinforces the concept of distinctiveness and well-being.