Antwerp Tower
There is only one Antwerp Tower
Antwerp Tower is a landmark building, so we skipped the standard real estate ads. We built the campaign on its height, its view and its place in the city, from a logo that shows the Tower to a series of interviews with the people around it.
The story behind the work
What was the challenge?
Antwerp Tower is an iconic building and deserved a special approach. Today's real estate advertising is full of similar renders of similar buildings. We wanted to stay away from that. The Tower has its own strengths: its location and, most of all, the unparalleled view from all apartments. Future owners would still live in the middle of the city, yet high above the noisy hustle and bustle of the surrounding shopping streets. The first impression of our content had to be clear: Antwerp Tower is an exclusive place for people who want to lead their life their way.
What choices did we make?
We focused on the unique trumps of the building and left the run-of-the-mill ads behind. The Tower offers a view on the sky in the literal sense and on an unseen range of opportunities in the figurative sense. People have the city and everything it offers at their feet. A stylized version of the Tower in the logo triggers the imagination, and we extended this vertical idea to all communication. We highlighted the impressive height of living, as only the cathedral tower in the city is higher. We also highlighted the view, which reaches up to the Brussels Atomium: see everything without being seen. That is what we call exclusive living.
What did we create?
We made a logo with a stylized Tower and carried it through ads, door-to-door, the sales brochure and the website. Behind that sits an extensive content calendar, with attention divided between the view, the neighbourhood, the spacious architecture, city life and mobility. We also started a series of interviews with A-People, who are directly or indirectly involved in the project. They include architect Wiel Arets, shop and restaurant owners in the immediate vicinity, the principal of the Antwerp Opera house and internationally renowned opera singer Elise Calwaerts, and Bertrand Lekeux. He is the entrepreneur who turned the Tower, before the larger demolition works began, into the largest creative hotspot of the country. In a few years, the Tower itself will be the residential hotspot of a city that remains an international attraction pole.