Aspire Village Docklands
Campaign development for Aspire Docklands, a new property development on the water in Melbourne. The key idea behind the campaign was to express that the development (at the time a block of dirt) was going to be an aspirational location to work.
The large yellow ‘beacon’ or ‘a spire ;)’ was designed to stand on the empty site and tie in with the strategic branding and advertising. At launch, the yellow beacon would begin to populate Melbourne through ambient, DM and traditional media.