Cadence at the Lakes
Pool Boy Campaign
Type: Billboard, Direct Mail, Web, Print
Cadence at the Lakes is a unique property development in the Okanagan’s Lake Country. At the time of this campaign the Okanagan was overrun with lifestyle ads from competitors that featured people golfing, boating, hiking and sampling wine. One development’s ads were hard to distinguish from the others. Cadence at the Lakes wanted three things in a new campaign: easy-to-distinguish ads; a message communicating that the home, land and maintenance-free living are all included in the price; that the neighborhood offers resort-style amenities. Our “*Not this Guy” campaign aimed to be a playful and disarming way to achieve all three goals. The campaign won a Silver Georgie Award from BC’s Canadian Home Builders’ Association.