Lifestyle Communities launches a new campaign via By All Means And Airbag

Lifestyle Communities, an affordable community living developer and operator, has launched a new TV ad via By All Means and AIRBAG.

Now, with over 20 communities around Victoria, Lifestyle Communities is encouraging Australians to consider downsizing their family home not only to purchase a new, high quality, low maintenance home, but also to reap the benefits. to having enough money I’ve always wanted to do.

The new TVC, which By All Means created for Lifestyle Communities, features the return of characters from the first installment, Richard and Donna.

The new 30-second ad highlights the next phase of the couple’s ongoing downsizing journey of the mid-60s – decluttering anything old, dusty, and downright unnecessary.

Carmen Petropulo, Marketing Manager at Lifestyle Communities, said: “We received an overwhelmingly positive response from our first TVC starring Richard and Donna, and we just knew it wasn’t the end of their journey,

“At Lifestyle Communities, we are champions of improving the lives of downsizers, enabling them to live independent, luxury lives at a truly affordable price.

“This campaign highlights Richard & Donna’s unmistakable approach to the national sport of Hard Rubbish Day, a time not only familiar to many of our customers and owners, but recognizable across the country.”

Ed Howley, Creative Partner at By All Means, said: “We are delighted to create another exciting chapter in this story with Lifestyle Communities.

“It’s a privilege to work with such a courageous client. Every step of the way, they challenge us to challenge their class in new and exciting ways, and we can’t wait to show the world what else we have in store for Richard and Donna!


Client: Lifestyle Communities

Managing Director: James Kelly

Marketing manager: Carmen Petropulo

Principal Designer: Katie Pryde

Campaign coordinator: Lilybet Holt

Agency – By all means

Managing Partner: Mat Cummings

Account manager: Zoé Potter

Creative partner: Ed Howley

Creative partner: Toby Cummings

Creative: Ash Gotti

Creative: Jacob Redding

Audio production: Rob Stephens (Bang Bang)

Production company – AIRBAG

Director: Ben Saunders

Director of Photography: Simon Walsh

Producer: David Curry

Post-producer: Nick Venn

Managing partner: Adrian Bosich

Production manager: Jess Junor

Director of Photography: Simon Walsh

Publisher: Michael Houlahan

Online: Chris Reynolds

Color grading: CJ Dobson

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