Lendlease’ brief was to dispel the myths of Sydney CBD being soulless and commercial by launching the new Barangaroo precinct as a thoughtfully curated and crafted food, beverage and retail offering.
The illustrative campaign was inspired by the tailored, curated and carefully crafted offerings at Barangaroo. Our vibrant hand-crafted illustrative style brought the advertising to life, providing the campaign with visual cut-through in a busy advertising environment.
The campaign achieved interest and talkability, successfully positioning Barangaroo as a more creatively and internationally-inspired fashion and food precinct than competing shopping and dining destinations in Sydney.
The intricate and labour-intensive hand embroidered artworks featured elements of the food and fashion retail mix, which were then photographed for the final campaign series. All elements of the campaign were hand-stitched; from images to typography to logos.