14/10/2025
‘Maude’ the first of two brand films made for our friends at . This campaign launches a new a research-driven strategy anchored in the need for belonging - reframing downsizing as not just where you live, but how you live. The result, Way to Live, isn’t just a new advertising idea for the brand, it’s a whole new way to live for the entire company. Alongside it, we refreshed the brand’s visual identity and built a (Lolfest) integrated campaign across film, print, radio, social, digital and web - underscored by Joe Cocker’s belter, ‘Up Where We Belong’.
Lifestyle Communities
Executive General Manager – Marketing: David Jennings
Head of Digital Marketing: Jess Hart
Group Marketing Manager: Meagan Nixon
By All Means
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Managing Partner: Mat Cummings
Managing Partner: Georgie Pownall
Copywriter: Liam Ratliff
Art Director: Grace Hurley
Media Agency –
Will Harms: Head of Clients
Adrian Cosstick: Head of Strategy
Rawanne Auda: Client Partner
Madeleine McConnachie: Client Solutions Director
Floriana Deleo: Senior Client Solutions Manager
Stephanie De Vos: Associate Investment Director
Brooke Kendrick: Senior Investment Executive
Holly Elstoft: Investment Manager
Production Company – .tv_
Director:
Executive Producer: Llew Griffiths
Producer: Megan Ayers
Producer: Nikolas Aulich
DoP:
Casting –
Casting Director: Pete Dermatis
Casting Director: Lauren Mass
Edit / Post Production –
Executive Producer – Winnie O’Neil
Offline Editor – Lawrence Van Camp
Grader – Trish Cahill
Online – Chris Betteridge
Audio Production –
Sound Designers – Tristan Dewey, Justin Bodanac
Sound Producer – Polly McGregor
Music Licensing- Music Mill
Song: Jennifer Warnes and Joe Cocker ‘Up Where We Belong’
Music Supervision and Song Licensing: Music Mill
Photography –
Creative Producer – Sam Lee
Photographer –
Retoucher –
