Located in Clifton Hill, 122 Roseneath St is the first major collaboration by developing partners Wulff Projects, Icon Co. and Assemble.

CC was engaged to create a full-service campaign: setting strategic direction, earning media coverage and building a corporate profile and trust for the client brand.

CC developed a communications strategy centred on 122 Roseneath St’s positioning as an active, engaged community. The concept was realised via The Brutalist Block Party site activation, which responded to the architectural history of the site. Backed by a concerted media strategy and held in collaboration with Open House Melbourne, the month-long event series captured attention and secured almost 30 pieces of coverage in influential publications including The Age, the Australian Financial Review and ArchitectureAU.

The campaign led directly to a sold-out release for 122 Roseneath St, saving the development partners a costly advertising spend. Almost all available dwellings, 53 of 65, were purchased on the very first day of sales.