For the “Picture This” campaign, we created a series of ads that featured Parkwood’s attractive, upgraded home interiors with a photo element that helps customers envision put themselves in the ad. The feel is friendly, family-oriented and clean. The campaign required new, colourful icons to help identify the upgrade package featured. We also used these same icons on the front of the Parkwood luxury collections brochure for consistency.
To reinforce with Parkwood’s target audience that they were committed to giving customers their best, we created an ad using the “more than you asked for” tagline. Because this campaign took place over the holidays, we used imagery that subtly referenced family activities (making gingerbread) to attract more attention.
Reinforcing the tagline was the key focus of this campaign, so we made sure it was highlighted with bold typography and white space.
Our second ad for the “More Than” campaign used a bold, clean look to complement the tagline. As with the previous ad, the purpose was to emphasize Parkwood’s dedication to their customers. The eye-catching martini image leads the readers’ eyes to the tagline, while the ad leaves a refreshing, modern brand impression.