The Works knows the power of a classic mums and dads heartwarmer.

The Works’ first 60 second TVC for Domain zeroes in on that huge chunk of the property buying market – new parents. And the agency knows that the surest way to grab a new parent’s attention is with a cute kid. In this case, the cute kid finds his mum and dad a bigger home on Domain so that he doesn’t have to share his bedroom with his new sibling.

So it has its stats right. But there’s something else about this Domain campaign that’s very clever. While our big banks are pumping out the message (read, dire warning) that it’s really hard to get the home you want, The Works is saying that Domain makes finding your next home so easy your kid can do it. The Works has given Domain an uplifting message to tell.

The full Good Move campaign also includes cinema, 45 second, 30 second amd 15 second TVC cut-downs, a logo refresh, website redesign, an online brand film, online, outdoor, print and press ads.

The online arm of the campaign also houses tips and pointers for homebuyers to help them get through the process of buying a home and celebrate their wins along the way.

Douglas Nicol, creative partner of The Works explained, “The purchase of a home is for most people one of life’s most emotional decisions. Domain is the country’s most trusted provider for property seekers and this campaign celebrates the little wins made along the way that go into making a good move.”

Matt Siddons, marketing director for Real Estate Fairfax Media added, “The Works has really understood the core objectives of our business; helping us to achieve our goals and execute a campaign with creativity always at the forefront of their thinking.”

Creative Credits:

Agency:  The Works

Creative partner: Mark Harricks

Creative strategy director: Andy Pilkington

Creative Team: Guy Patrick, Josh Whiteman, Steve Dodds & Andy Pilkington

Creative project managers: Joanna Gray, Rebecca Bowman & Kate Smith

Typographer:  Dan Mercer

Agency Producer: Craig Bolles

Photographer: Chris Searle

Production Company: Brilliant Films

Director: Henry Mason