Convincing people to set up home in such an undiscovered backwater is no mean feat. The task was to come up with an attractive and aspirational proposition which would excite prospective residents.

Our answer was to create a simple, but memorable concept based around the very act of walking, highlighting the development’s proximity to local facilities. This idea was then carried across a massive three-year communications programme that included literature, a website, a viral campaign, signage, press advertising and the design of the marketing suite.

One of the most interesting facets of the project was the viral campaign. We produced two films inspired by the new ‘Rolling Bridge’ designed by Thomas Heatherwick, recently installed on the Paddington Basin waterfront. Its novel raising/lowering action offered an opportunity for some fun and a memorable visual. Our prime target of, predominantly male, property agents were suitably tickled, but a hit count of 10,000 in the first 24 hours and over 3,000,000 viewings to date, clearly shows that a degree of sex and violence still pushes the right buttons for many of us.

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