Kingsbury hollow magazine ads

Client:

Kingsbury Hollow, a neighborhood developed by A.D.Makepeace and Davenport Building Company, is an eco-friendly development abutting several acres of nature preserves and cranberry bogs in Carver, Massachusetts.

Challenge:

The challenge for the entire campaign was to catch people’s attention and intrigue them with the benefits of living in a eco-friendly neighborhood, without putting them off by seeming inaccessibly ecologically oriented.

Solutions:

The creative team decided that the tone for the campaign should be intelligent and clever, as much as possible conveying the eco-friendly element in a lighthearted, relatable way so that buyers would appreciate the benefit without being at all put off by it being “too green.” For each of these ads, I juxtaposed “eco” features—loons and 43 acres of land—with common neighborhood themes—crazy neighbors and block parties to convey that Kingsbury Hollow was like traditional suburban living…but also so much better.