The Hallway & Photoplay Photography show the human side of office real estate

Commercial real estate advertising has always been functional. And like most real estate advertising, both its visual content and language are riddled with clichés.

Breaking that mould took courage – both from the agency and the client. The Hallway and Australian property group, Dexus, have broken that mould.

Their new campaign is the first iteration of the real estate giant’s new creative platform, Space For Your Best Work. Unlike traditional commercial real estate advertising, it steps away from the usual bricks and mortar story. “Our ambition is to share the positive human benefits that our spaces provide for our customers,” explained Dexus head of marketing, Raechelle Inman.

The campaign dramatises the intangible impact that a space has on people within it – using 3D CGI to present sparks that represent creativity, explosions of innovation, contemplative thought bubbles, and a number of other effects in both its static and animated executions. Using visual language, not a barrage of clichéd words. It is running in press, digital OOH and short-form online video.

Dexus, which manages $31.8 billion property portfolio, handed its advertising to The Hallway appointment in mid-2018, The Hallway has been working with Dexus since then to re-architect the Dexus brand, with a meaningful and differentiated brand idea at its heart.

“Our partners at The Hallway helped us define a powerful foundation from which we’ve created work that shatters the category conventions and continues to elevate and differentiate the Dexus brand,” Inman noted.

“The power of a workspace to positively impact the work that people do within it is particularly relevant to Dexus as Australia’s largest owner and manager of office space,” stated The Hallway executive creative director and partner, Simon Lee.

“We’re simply expressing what architectural psychology has proven to be true: that the best workspace brings out the best in people.”