Memories ads for Active Adult communities.

Treplus Communities offers high-end apartment rentals, opposed to home for sale. We wanted to create an Active Adult community ad that was unlike other home builder ads.

The visuals for most builder ads focus on either:

• The interior or exterior of the home, or
• People reflective of their audience.

Our goal was to develop an ad series so the main visuals were noticeably different than those “standard” images. Images that would stand apart – not only from other builder’s ads – but be unique enough to get noticed in the 5 seconds you have to get someone’s attention in an ad.

The Active Adult ad is based around memories people over 55 would have.

Those would be memories that someone in their 30s or 40s might not have. Images of events, or things, that happened in the years between 1950 and 1980. Each ad focuses on something that happened that sparks good memories.

• For August, the visual is representative of Woodstock (since Woodstock images are copyrighted).

• For March, it’s an ad about the introduction of Silly Putty.

• For February, the image is representative of the first time The Beatles came to the U.S. (because images of the Beatles are copyrighted).

With this approach, the series has a lifespan of a year or more, because there’s an abundance of events, inventions and milestones that have occurred every month between 1950 and 1980. The Active Adult community ad shown here focuses on events that occurred in the 1950s and 1960s. An important aspect of the ads is that they also show the audience today.

Memories are strong, so when we get people to remember things from their childhood, it brings the emotional side to Treplus Communities marketing.