LENNAR | 3D Props + OOH Advertising

THE CHALLENGE:

Orlando's competitive real estate market demanded breakthrough advertising that could cut through standard industry clutter of laundry lists, realtor headshots, and cheesy guarantees. Lennar needed to maximize their high-profile I-4 location near Celebration by creating memorable advertising that would drive qualified homebuyer traffic and establish market differentiation.

THE STRATEGIC APPROACH:

The campaign focused on the core emotional barrier: "STOP RENTING." Instead of typical real estate messaging, a 3D inflatable wrecking ball with extensions was created to literally and visually represent breaking the frustrating barriers between renting and homeownership - arguably the most dramatic way to communicate this transformation. The strategic risk of breaking away from competition expectations was exactly the point, creating advertising that audiences would want to photograph and share.

THE IMPACT:

The "wrecking ball" creative was so successful that Lennar expanded the campaign to additional high-traffic locations and purchased the creative for use across other media channels. The breakthrough approach won a 2024 American Advertising Federation Silver ADDY Award in the local Orlando market, proving that strategic risk-taking in advertising drives both business results and industry recognition.