There’s something refreshing about an ad that isn’t selling anything. And that’s exactly what our project for Woodlea did. Rather than unabashedly flogging their house and land packages, we subverted the sales-driven norm and instead created a campaign that encapsulated the essence of an emerging Melbourne region— the Greater West. And instead of placing a spotlight on the new commercial development itself, we used human stories to translate the vibrant developing culture within the broader area.