We're a creative advertising agency based in Melbourne, Sydney, Brisbane and the Gold Coast. We are SMART.

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Beach days. City nights.

The Beach Apartments Broadbeach

Wednesday, 3 December 2014

With an office on the beautiful Gold Coast, we are incredibly passionate about the city. It’s a truly unique lifestyle, celebrated and envied the world over. Here, sun-drenched beach days merge into alluring city nights.

Of all of the wonderful places on the coast, Broadbeach is undeniably the city’s cultural heart. It’s vibrant and chic, with an exceptional selection of bars, restaurants and shops. It’s home to the Gold Coast’s only casino and the Gold Coast Convention and Exhibition Centre, hosting world-class acts regularly. Now that the light rail is operational, connectivity to and from the suburb has never been easier.

We were excited to be given the opportunity to develop the name, strategy and full creative suite for Broadbeach’s latest collection of apartments. The Beach development will encompass a 35 story residential tower featuring 1 and 2 bedroom apartments with city and ocean views.

Our creative direction was inspired by the treasured memories of family holidays and blissful beach days. We wanted to harness that sense of nostalgia whilst showcasing Broadbeach’s new reputation as a cosmopolitan lifestyle hub, breaking the mould of traditional Gold Coast property marketing.

The name, The Beach, pays homage to the existing hotel and its location in the heart of Broadbeach. The creative features a striking and alluring dusk inspired colour palette partnered with an emotive narrative designed to capture the complete lifestyle benefits living in Broadbeach affords.

Take a sneak peek at a selection of the lifestyle images and renders from the suite below.

SMART TEAM:

Creative Director: Phillippa Netolicky
Art Director: Phillippa Netolicky
Senior Account Director: Fiona Neaves
Copywriter: Jade Quinlivan & Fiona Self
Photographer: Jesse Smith

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