Industry Newsbrand campaignanimationbuilt to rentmirvac
Mirvac Launches Imagine Nation Brand Campaign Featuring Broadway
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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.
Scoring Rationale
Official company brand launch provides useful marketing insight, but limited technical novelty and modest industry-wide impact.
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