Dream it, style it and live it.
Australian retail flooring and window furnishing specialist Carpet Court celebrates 50 years in business in a new brand campaign via Communicado.
The end result of a competitive pitch in late 2022, the ‘50 Years of Living It’ campaign aims to connect with all Australians by celebrating life’s moments within the most sacred place, the home, and the role Carpet Court has played in helping Australians ‘Dream it. Style it’ and most importantly, ‘Live it’ over the past 50 years.
Carpet Court chief marketing officer, Kara Norris, said the Carpet Court brand has come such a long way in 50 years, an evolution that has moved with the times and trends appealing to customers both past and present.
"Our brief to Communicado was to develop an integrated campaign that celebrates who we are and our connection to our customers and communities over the past 50 years," she said.
"We wanted to tell the story of being proudly Australian, generational and reaching communities Australia-wide... and that we’ll be around for the next 50 years.
"This is very different to anything we’ve ever done and this milestone sets us up for the next exciting evolution with a year of integrated communications activity to come."
The hero 60 second film features a ‘fly on the wall’ style montage that takes a non-linear journey via a cross section of current day Australians and their different styles, tastes and eras of homes, reminding viewers of the role that Carpet Court has played in so many lives over so many years.
Communicado creative director, Annie Price, said it was a privilege to bring Carpet Court's 50 year milestone to life in this work.
"I was inspired by the old adage ‘if the walls could talk’ but instead, wondered what your floors would say if they could tell your life story," said Price.
Comprising a hero 60 second film with a series of cutdowns and radio, the campaign launched July 9 and will be amplified via a media strategy developed and executed by Nunn Media plus PR and social extensions via Communicado.
Credits:
Client - Carpet Court
Australia Chief Executive Officer: James Hayward
Chief Marketing Officer: Kara Norris
Marketing Manager: Mary Di Carlo
Marketing Specialist: Kathleen Forsyth
Creative Agency - Communicado
Managing Director: Kerrie Ryan
Creative Director & Writer: Annie Price
Integrated Strategy Director: Eliza Mielczarek
Head of PR: Fiona Mullen
PR Specialist: Kathy Lane
Digital Creative & Social Media Manager: Lydia Burrows
Senior Account Executive: Shiona Oosha Raj
Production - The Producers
Director: Tim Gibbs
Executive Producer: Tanya Spencer
1st AD: Greg Cobain
Production Manager: Georgia Rankin
Production Assistant: Sophie Johnston
DOP: Michael Gibbs
Post Production - The Editors
Head of Production: Liv Reddy
Editor: Peter Barton
Colourist: Ben Eagleton
Online: Matt Edwards
Sound - Production Alley
Music Supervision - Level Two Music
Media - Nunn Media
