Fletcher Living Asks Kiwis to Talk Less about Housing and More About Living

Fletcher Living is launching a new brand platform via TBWA\NZ to show that they build more than just houses, they build neighbourhoods, and they are investing in the future of New Zealand.

‘This is Living’ celebrates the lives we live in our homes and communities in all its richness, beauty, and variety. From the exhaustion of new-borns to teenage drama, from garages being used for band practice to starting a new business, from family dinners to grandad’s nap time - from the big moments to the small ones, ‘This Is Living’.

The brand platform recognises the changing needs and demographics of homebuyers, and that living is about more than just an old-fashioned quarter acre dream - it’s about neighbourhoods, communities, amenities, the natural environment and proximity to schools, businesses, and transport.

“We wanted to recognise the changing wants and needs of homeowners, particularly amongst a new, more diverse, generation of Kiwis. ‘This is Living’ is less about the square metres, and instead focuses on the joy that comes with living in a strong welcoming community close to family and friends,” says Shane Bradnick, chief creative officer, TBWA Group\NZ. 

Filmed exclusively in Fletcher Living developments, the campaign kicked off with an internal launch and a 60 second brand TVC shot by director Nathan Price. The launch also appears in OOH, press, online and digital channels across consideration and conversion layers, and throughout the Fletcher Living organisation. 

“Housing is all anyone seems to talk about. But the true measure of housing is how it enables you to live. Fletcher Living builds more than homes. They create neighbourhoods complete with parks, shops, and playgrounds, well connected to schools, businesses, and transport - shared spaces that feel as diverse and inclusive as the people living in them,” adds Bradnick. 

“So many housing developers focus purely on the functional aspects of the house itself and forget the real purpose and emotion of what makes a house a home.” 

Jo Shepherd, Fletcher Living marketing manager says: “This is Living is an enduring piece of work that will allow Fletcher Living to demonstrate what makes us different and show our leadership credentials. 

“This brand refresh represents the next phase for Fletcher Living and brings to life everything we do from how we work internally, to the experiences we create for our homeowners and the communications we put to market. It has taken a true partnership with TBWA to deliver such an expansive brand project. And this is just the beginning.”