This 110-apartment development is located in a neighbourhood where a cluster of comparable projects was due to launch simultaneously. Our job was to create a campaign with cut-through for local and overseas markets alike.
Located just moments from Auburn train station, 8 Montrose Street was perfect for a young urban audience keen to live the inner city lifestyle close to the suburb where they’d grown up or were studying. Creative direction drew on Melbourne’s laneway culture, linking Hawthorn’s eclectic mix of shops, cafés and educational institutes with the swift train (or bicycle) ride into the CBD.
Despite being launched in the real estate doldrums of December and the Christmas holiday period, 50% of the product sold within the first month.