Brookfield Residential

Corporate Campaign

When Brookfield Residential asked us for a new campaign, we all agreed that it was time for a new approach focused on making an emotional connection with prospective buyers. “Be Brookfield” called out a series of aspirational attributes and showed homebuyers how choosing a Brookfield home and community can help them become the best version of themselves. We tailored the attributes to fit the characteristics of each community and even the style of the homes.

The campaign later evolved to incorporate more lifestyle imagery and a narrative voice. We showed homeowners enjoying life, paired with a quote explaining why Brookfield Residential delivered everything they wanted. New marketing pieces also included branded tote bags, keys and signs held by new homeowners for their “Welcome Home” photos. These efforts let buyers show off their pride of ownership and add to the campaign a new element of social proof.