Built around one core truth — that Tommy’s agents aren’t just in the community, they’re of it — the campaign showcased the agents not as salespeople, but as true Wellingtonians. From Riddiford Street to Red Rocks, we celebrated their neighbourhoods, routines, and real-world connections in a campaign that felt bold, human, and unmistakably local. Visually, the campaign subverted real estate clichés with irreverent headlines and suburb-specific copy, from Wadestown’s Market Leader to Kārohi Knockouts. The creative system flexed across billboards, busbacks, BVOD, digital street furniture, and geo-targeted paid placements ensuring every suburb saw itself reflected in the campaign.
The result was a city-wide media presence that translated market dominance into cultural leadership reinforcing Tommy’s as Wellington’s most trusted real estate brand. From strategy to rollout, I led the campaign end to end proving that when you lead with community, trust follows.