Best Innovation Nominee
READY for Queen Church
TRIDEL, BAZIS
READY was a collection of suites, smaller than the average studio, within Tridel’s QUEEN CHURCH community. JoeyAi’s campaign launched in a saturated market with multiple projects competing against each other in the same radius. We were up against bigger suites at a price not too far from ours. So, instead of competing in their category, JoeyAi created its own. The campaign repositioned what studio living was. It proved that size is not measured by dimension but by experience, and space took on new life. Technology, design and furnishings became instruments that allowed our audience to multiply one space by three. Three distinct configurations. We gave them the ability to raise the bed, erase the office, spread the kitchen, stretch space. We said, ‘There are no boundaries, no limits, when even the walls are on your side.’ We called it, Transformed Living. Control of the lived experience was central to the READY campaign. We activated the brand by tying it to motifs and symbols of our every day that are so familiar they are almost part of us: music and messages. At a simple text, the space shifts from work to play. At the push of a button, a new song starts for a new experience. As life calls, your suite responds. It changes to your wants, needs and desires, in real time. These suites don’t fall neatly into any category. They changed the game. They were so ahead of the curve, they couldn’t be classified as anything other than READY.
