Elevate – More Thoughtfulness Per Sq Ft.

Elevate, an ultra luxury project by Conscient and Hines, was launching its 2nd phase. The brief to us was to do an integrated campaign to position this project uniquely in the mind of its prospective buyer. The campaign ‘More Thoughtfulness Per Square Foot’ was based on a strong customer insight. The prospective customer for this project were people who looks beyond the bling of chandeliers and is more concerned about warm glow of the natural light. It is for people who care less about Jacuzzis and more about waterbodies. People who do not look for mindless opulence, but a certain kind of thoughtfulness. The idea is built on a commonly used phrase in real estate, per square foot, and promises how the one can expect more thoughtfulness per square foot. Enjoy the manifesto film.