Life Is Better With Brick Case Study ​

The brief for this project began as an idea two years before it became a reality. Brett Ward, the General Manager of International Marketing at Brickworks, has always aimed to change the status quo of advertising and content creation in his industry. With this campaign, he wanted to shake up the standard “compare the pair” campaign and create a series of short episodes that would entertain, educate and encourage customers to consider what they might have overlooked when selecting the materials that will shape their new home.

When presented with the original brief, we immediately saw the opportunity to do something new in the sector. Brickworks has a long history of taking what remains an unprepossessing building product and presenting it as a stylish, contemporary, and elegant building solution through stunning architectural photography and video production. This project took a different approach – shifting the focus from aesthetics to the intrinsic properties of the material.

Working with Damien Cassar and our core team, we spent six weeks in creative development, developing a wide range of ideas and storylines to find a concept that could address this challenge. The idea of using dating as a metaphor for selecting the materials for your new home resonated strongly with us. After all, why settle for so many faults and deficiencies when there are “plenty more fish in the sea” (or building products on the market?)

The key to success with projects like this is casting. In 2020, COVID restrictions presented many challenges for this process. Working through self-tapes and video conference recalls, long-distance negotiations allowed us to secure the best possible mix of three up-and-coming Australian actors – Laura Hughes, Cameron James, and Gary Clementson. Their energy on set brought our concept to life and created a sense of relatability that humanised the otherwise impersonal topic of building materials.

The outcome of this campaign speaks for itself. Its success has given the marketing team the courage to embark on more ambitious and unconventional briefs for future campaigns that will continue to disrupt the status quo within the building products sector.