October – November 2010 winner: The Fresh Start Project
Client: realestate.com.au
Creative Agency: Amnesia
Media Agency: Starcom
Industry: Real Estate
Campaign Information
Designed to bring to life realestate.com.au’s message about giving people a fresh start, the campaign aimed at building a new home for a family in need.
As users interacted with realestate.com.au, they collected ‘bricks’ which they could donate and could publish their involvement on Facebook.
The one million brick target was quickly reached and in partnership with Habitat for Humanity Australia, the house build got underway. It was built in two weeks and the progress was monitored through social media channels and video updates on the campaign site. On November 20th, 2010, the Abednego Family (refugees from Southern Sudan) took the keys to their new home.
Judge’s Comment
A great initiative for the brand, getting community support for a project that’s relevant as well as being worthwhile – would hit home for anyone looking at the property market. Nicely done.
