Industry Newsbrand campaignanimationbuilt to rentmirvac
Mirvac Launches Imagine Nation Brand Campaign Featuring Broadway
6.1
Mirvac has launched a new brand campaign under the tagline "Building the Imagine Nation," its first major brand story in its 54-year history, centered on Sydney's Broadway Centre and a TV/digital ad following protagonist Alex. The campaign uses clay modelling, Studio Ghibli-style animation and an AI-created diorama, developed with Finch and GAME Creative, and aims to raise awareness among younger and 'new Australians' for built-to-rent offerings.
Key Points
- 1Launches new campaign 'Building the Imagine Nation' featuring Broadway Centre and protagonist Alex
- 2Showcases integrated development model and creative breadth using varied animation, clay modelling, and AI diorama
- 3Targets younger and 'new Australians' to drive awareness of built-to-rent offerings and engagement
Scoring Rationale
Official company brand launch provides useful marketing insight, but limited technical novelty and modest industry-wide impact.
Sources
Public references used for this report.
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