Mirvac rolls out its first integrated brand campaign

Mirvac has launched its first integrated brand campaign in its 54-year history under the platform ‘Building the Imagine Nation’.

The company has also introduced a new brand framework covering the development and management of places and communities across Australia.

The campaign is based on the idea that places begin with imagination and spans residential housing, workplaces, innovation-focused precincts and retail environments. According to Mirvac, imagination informs its approach to design and the planning of places intended for long-term use. The company said each project contributes to the ongoing development of Australia’s built environment.

Ben Allen, Mirvac’s group GM, customer, brand and innovation, said the platform signals a renewed strategic focus for the brand and reflects the company’s integrated model.

“Mirvac is unique in our integrated creation and curation capability,” he said. “We imagine, consult, design and develop places and communities, as well as operating and managing them into the future. Our new brand campaign brings this capability to life.”

Mirvac said the brand platform is designed to bring together its portfolio, including residential, build-to-rent, office, industrial, retail and funds management, under a single brand direction. It will guide brand expression and communications across the business over the long term.

The campaign uses a narrative approach to present Mirvac’s role in developing and managing environments, experiences and communities.

The platform was developed by independent creative advisory Game Creative in partnership with Mirvac’s internal brand team. It will be delivered across film, out-of-home, digital, social and owned channels. The execution includes formats such as 2D animation, stop-motion, collage, AI-generated dioramas, claymation, and live-action film.

Dan Beaumont, founder and chief creative strategist of Game Creative, said developing a platform concept at scale requires alignment between strategy and execution, particularly for a company with a broad urban development footprint.

“The challenge with a platform idea like ‘building the imagine nation’ is that you must live up to it,” Beaumont said. “You have to demonstrate this ambition in the most imaginative way possible.”

The campaign is being rolled out nationally across TV, out-of-home, digital, social media and Mirvac’s owned media network.