The Adelaide City Council was looking to drive residential growth within the CBD. However the Council had a stigma of being old fashioned and out of touch, so they needed to reach their audience in a new unexpected way. AlreadyHome.com.au was created: a place where existing residents could share their stories.

In collaboration with local artists, we created film documentaries, photo journals and written stories which told the residents' stories. A campaign driven by truths rather than sales techniques meant the audience connected with the city in a genuine way. An advertising campaign, with no Adelaide City Council branding, told people where to find it. So people could visit, learn more about living in the city and share their own stories.

AlreadyHome.com.au has been a turning point for Adelaide City Council and its residential campaign. The audience is now generating their own content, discussing the city positively in a new light. The Council is now able to speak to their market, without the predisposed stigma. And Adelaide is proud and enthused about what this city has to offer.