Property developers’ ads are not known for inventive creativity. In fact, there seems to be a template most use, making them all blend into one. This campaign by US graphic design firm, Design Army, for SC Asset is, without question, a standout in the category.
It’s a series of edgy music video-style films, one for each of the developer’s properties, which also stand apart, being designed for young and newly affluent Taiwanese. Each film is a quirky story around a rabbit.
The personality of each property is established by its own version of the Frank Sinatra song, East of the Sun West of the Moon – hipster, pop or classic. The rabbit, which connects all the stories, comes from Asian folklore – the Moon Rabbit from the Buddhist Jataka tales.
According to the sacred tale three friends, a monkey, an otter, a jackal and a rabbit, vowed to each feed the hungry from their own table on fast day. When an old man asked them to spare some food, the other animals gathered what they could, but as the rabbit could only collect grass, he vowed to place himself on the fire instead. The old man revealed himself to be Śakra, the lord of Trāyastriṃśa Heaven, the second of the six Buddhist heavens. Śakra created the fire but its coals burned cold and Śakra, impressed, placed the image of the rabbit on the moon. The well-known story has inspired festivals throughout Asia.
The films were directed by advertising and fashion director, Dean Alexander, the recipient of an Emmy as well as a rather spectacular array of film festival awards.
“Real estate ads need to move beyond talk of things like luxe amenities, high design and granite countertops—that’s expected of any luxury property today,” stated Pum Lefebure, chief creative officer, Design Army.
“These new, modern condos are in the heart of busy Bangkok, where the ultimate luxury is privacy,” she added. “It’s not like the Crazy Rich Asians movie, where wealth is loud, showy and on display. Studying the luxury sector for years, [I’ve learned] showing off wealth with overly Photoshopped pools and fancy-dressed high society doesn’t work. It lacks the emotional and gets lost in sea of the gazillion marble-floored, luxury condos. You have to tell a different story that speaks and connects to the experiential.”