PROBLEM

The goal of this campaign is to promote a condo that appeals to working adults and the elderly in Toronto. Being Ontario's capital, Toronto is a metropolis well known for its populous, active city life. However, not everyone wants to return home from a long day of work to a busy home environment. Likewise, in contrast to the stress that the hustle and bustle typical Toronto streets can induce, elder demographics are drawn to quieter living environments.

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SOLUTION

Zen Condominiums' unique selling point is its serene, nature-filled atmosphere that contrasts busy city life. The name is from the Sanskrit dhyana, meaning “meditation" and suggests a tranquil lifestyle that promotes spirituality.

Accompanied by modern architecture, the imagery focuses on a health-oriented lifestyle close to nature and the calming pastel colour palette and organic typeface for headlines contribute to a warm and organic look.