The developer's marketing "Game of Thrones",
or a combination of the past and the present
Tri-City developer Invest Komfort focuses on unconventional solutions not only in architecture, but also in marketing communications. For its Opacka investment in Gdansk Oliwa, it has prepared a phenomenal campaign that alludes to Baroque painting.
The campaign, conducted under the slogan: "Time creates value," presents four portraits: of a woman, a man, a boy and a dog, referring stylistically to 17th century painting. Their task is to connect the past with the present, to convey the atmosphere of modern apartments blended into historical surroundings. That's why each of the characters, in addition to the typical Baroque styling, has a contemporary prop: lipstick, a golf club, a cordless handset. Where did the idea come from to use art in the investment campaign?
Heroes of the campaign "Time creates value"
© INVEST KOMFORT
The estate is distinguished by its architecture and attention to the smallest detail.
It is intimate and located in the vicinity of the historic archcathedral and Oliwa Park,
where one can feel the richness of history at every step.
We searched for a visual language suitable for the DNA of the place. Oliva has 800 years of rich history and great prospects for the future. Contemporary elements and those from the past intermingle, creating a harmonious whole
- says Michal Ciomek
Invest Komfort board member
Art is a bridge between the past and the present. Moreover, high-class architecture, like art, has timeless value. Opacka is one of the most interesting developments in our portfolio. It is a product for connoisseurs and collectors of exceptional real estate. The "Time Creates Value" campaign shows that it is possible to conduct real estate marketing communications in an unconventional and surprising way.
- adds Anna Tuzek
marketing director of Invest Komfort
The campaign can be seen on digital channels, social media, press, TV and outdoor media. In addition to art-inspired layouts, a video documenting the work on the project and a campaign website www.opacka-oliwa.pl are part of the campaign.
The historical and locational context required us to be fully attentive. That's why we invited top-class artists to work with us: legendary portraitist Jacek Poremba, award-winning costume designer Katarzyna Lipińska and documentary film director Maciej Puczyński
- informs Norbert Miętki
campaign coordinator Invest Komfortt
The Communication Unlimited agency, which has been working with Invest Komfort since 2020, is responsible for the strategy and creation. The producer of the session and the film is Film Reaktor.
The inspiration of Baroque painting is no coincidence. That time was the Golden Age in the history of Gdansk. Experts from the National Museum supported us in working on the campaign. We wanted to capture the spirit of the painting of that time and with its help tell a very modern story
- informs Rafal Grzeszkowski
creative director of Communication Unlimited
This is not Invest Komfort's first such unique marketing venture. The company celebrated its quarter-century with the "Creators of Time and Space " campaign www.tworcyinvestkomfort.pl, the axis of which was a documentary series telling the story of architects, engineers, craftsmen and artists involved in the creation of investments. The series premiered in June 2021; it was also promoted at the Polish Film Festival in Gdynia. Last September, Invest Komfort launched a campaign featuring actor Rafal Królikowski, the ambassador of the Brabank Apartamenty investment located in the Old Town of Gdansk.
For more information, visit the company's Invest Komfort Spółka Akcyjna Sp.K. page on the A&B portal and:
- Spot promoting the campaign: YouTube
- A video documenting the behind-the-scenes creation of the campaign: YouTube
- Landing page of the campaign: Opacka in Gdańsk Oliwa
