Shoreline by MADE Properties presented a rare opportunity to live right on the beach in Sydney’s iconic surfing suburb of Manly. Hoyne was briefed to create a compelling campaign that would speak to a target audience of beach loving owner occupiers and locals who already knew and loved the area. The key challenge was to avoid a clichéd vision of Manly, and instead to create a campaign that was nuanced and focused on the exclusivity of the offering.

The result was a campaign that focused on coastal privilege. Black and white photography reflected the sophistication of the building’s design is a unique approach to this type of product. Manly is already known for the sunshine, the beach and the blue skies. What we wanted was to do was look at it from a new angle and emphasise the simplicity of Manly’s beauty – moments out in the waves, the buzz of the village and the magic of the sunset.

The graphic elements used throughout the campaign are made up of the ‘Semaphore’ alphabet, a flag signalling system often used in the maritime world. Together they spell out the word ‘Manly’.

The campaign articulates the exclusivity of the lifestyle on offer, where every day, at a certain hour, you can have one of the world’s most beautiful beaches all to yourself. 2000 registration of interest were received during the pre-launch campaign.