Brief
Thornton, comprising 13 full-floor residences, would be Brisbane’s most expensive new real-estate offering, each residence commanding over $6m. We knew that our largest audience would be ‘old school’, an audience that prefers paper to digital.
Idea
For qualified prospects who enquired, we created a DM piece – a hand-blown glass paper weight that demonstrated the bespoke nature of each residence and reflected the unique glass-frit exterior of the building that would make it an icon of the Brisbane riverfront skyline.
Execution
We engaged a foundry on the Gold Coast to hand-craft each of the pieces and then had bespoke boxes made to hold them, complete with an embossed sleeve and corresponding printed ‘explanation’. Each was completely unique, and delightfully unexpected. They opened up conversations between the developer and potential purchasers, and helped to break down barriers to purchase.
