Epicure

Challenge

Epicure is a new development by Changfa of 139 apartments in the inner-west Sydney suburb of Leichhardt. The development will bring a new level of quality to the market, transforming and elevating the image of apartment living in the area. Hoyne were briefed to create a campaign that communicated this to the target market of local owner occupiers.

The campaign had to overcome the fact that Leichhardt is an established community of heritage homes and boutique apartments, and appeal to local residents who do not readily welcome new development into their neighbourhoods.

Approach

The campaign leveraged the re-emerging character of Leichhardt and positioned Epicure as leading the renaissance of the area, inspired by the area’s Italian heritage. It communicated to locals a return to the international style and charm Leichhardt was once famous for – generous space to entertain family and friends and intimately connected to great food and culture; a return to ‘La Dolce Vita’.

The campaign takes its visual cues from the world of fashion. The perfectly curated photography is reminiscent of those renowned portrayers of Italian life, Dolce and Gabbana, and brings to life that classic Italian ideal of good food and festive living. CGIs, were aligned to the aesthetic of the photoshoot and visually amplified the Italian heritage connection.

Results

The campaign established Epicure as a place that contributes to the rich culture of Leichhardt, engaged the local community and successfully integrating the project into the fabric of the suburb.