We were awarded a D&AD for writing, for the advertising campaign we produced for the retirement property developer, PegasusLife. This was the first time the D&AD had recognised work for a property developer in their awards.
THE AWARD
D&AD (Design & Art Direction) are a British charity that promotes and celebrates excellence in design and advertising. We were winners of a D&AD Award in the ‘Writing for Design’ category for the advertising we created for the developer, PegasusLife.
The ad was of a illustration of a single tree on one of the developer’s estate’s, paired with its story, intended to help symbolise the approach we were taking towards landscaping for the project (and through doing so express the overall company philosophy). The oak tree depicted is 500 years old and was used as a marker in the mid-point of a vision for the landscaping strategy for the site, to create ‘a thousand year vision’. This involved the landscapers understanding everything that had gone before in the 500 years since this tree had been planted, and considering what of the new planting and ideas should remain in another 500 years.
The award is particularly significant because it was the first time D&AD had awarded the prize to a property developer
THE WIDER CAMPAIGN
The ad was part of a series of ‘long copy advertisements’ that sought to highlight the company’s approach and philosophy as a brand. In the case of the tree, the idea was to evidence that PegasusLife had a different lens generally on development – that landscaping wasn’t just about making gardens look pretty and tidy in a cosmetic and short-term basis, but acknowledging the history of the land and taking responsibility for whatever legacy would come from the interventions they were now making.
