Real Estate: Branding a Building
A one-man real estate agency had devised a simple ad out of borrowed interest: a license plate that read "Licensed to Rent."
It was a sensation. All at once, our conservative real estate clients expected fast, iconographic ads.
In response, Bob Posner, the agency partner, Padma Chaluvadi, the art director, and I made Absolut-ely brilliant use of a New York landmark.
During the holidays I had seen the Helmsley Building lit like a crucifix. We took this gesture further, turning the landmark into a self-promoting billboard.
This effort confirmed an advertising verity: an intriguing visual concept means fewer, more powerful words, cleaner lay-outs, and greater impact.
Is it a building or a billboard?
Please note that the concepts and copy exhibited in this website
solely represent and are intended to promote my thinking and creative vision, and not the brands and manufacturers mentioned in them. Wherever a concept was published, printed, or produced, it is duly noted. Advertising creative is frequently speculative--even when it is done in a professional setting.