The downsizing spree continues in latest TV spot for Lifestyle Communities via By All Means

Lifestyle Communities, creators of communities for like-minded retired, semi-retired and working Australian downsizers, has released the latest instalment of its on-going campaign, via By All Means.

 

The new TVC, produced by AIRBAG and directed by Edward Housden, is the fifth in an ongoing series that By All Means has created for Lifestyle Communities, this time focusing on a single woman considering trading in her big old home for a brand new one at Lifestyle Communities. After taking a walk through the facilities, indulging in the pool, private cinema and a quick yoga session along the way, her decision to make the move is firmly locked in—but not without a little friction.

Says Rita Simonetta, head of marketing at Lifestyle Communities: “We’re excited to launch the next chapter in the downsizing saga, and even more excited to speak to the audience who are most likely to make the most of it.

“We’ve seen some hilarious twists and turns from TVCs 1–4, but it’s been great to take an earnest look at the tough but rewarding process of finally making that decision to downsize. For women living on their own, selling their family home and taking the plunge is no easy decision, so we’re thrilled that By All Means managed to handle that sentiment so tactfully and truthfully—while still delivering that light-hearted dose of humour Lifestyle Communities is so well known for. You’ll have to see the ending to see what I mean!”

With more than 20 communities around Victoria, each equipped with world-class facilities, an architecturally-designed clubhouse and low maintenance homes, Lifestyle Communities is encouraging Australians to consider downsizing their family home to enjoy the perks that come with having enough money left over to do the things they’ve always wanted to do.

Says Toby Cummings, creative partner at By All Means: “Lifestyle Communities have always been fiercely devoted to being outliers in their category. The only ones out there who truly understand that downsizing to a brand new home, and transitioning to the best years of your life, is far from a bland subject. We’re honoured to help tell that story, and making it better with every episode. Stay tuned.”

Client – Lifestyle Communities
Managing Director: James Kelly
Head of Marketing: Rita Simonetta
Creative Lead: Sam Franks

Agency – By All Means
Managing Partner: Mat Cummings
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Creative: Ash Gotti
Creative: Jacob Redding
Audio Production: James Starnes (Bang Bang)

Production Company – AIRBAG
Director: Edward Housden
DOP: Simon Walsh
Producer: Johanna Rayner
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
Editor: Michael Houlahan
Online: Stafford Wilson
Colour Grading: Trish Cahill