The Village has always attracted an eclectic mix of residents, from artists to hippies to college students. It’s a neighborhood “for those who look at life differently” – and that’s exactly how we described it in the tagline we developed for this residential rental–to–condo conversion (184 Thompson) located near NYU. We designed a logo and developed branding material for the building, including a series of conceptual ads that broke the typical rhythm of CRE marketing. We showed no buildings, no neighborhoods, no space. We told short stories about famous Village residents with unique personalities and perspectives. By highlighting these offbeat personalities, we were able to showcase the desirability of this iconic location. We also thought inside the box for this campaign – and by “box” we mean a fully developed board game that conveyed all the amenities and positive attributes of the property in a fun, memorable way. We designed this for brokers to give to potential tenants instead of a traditional brochure… because who doesn’t love a good game?