We always knew Park Place was a different kind of luxury dealership group, one that had won an incredible number of awards and inspired undying loyalty among its clients. The question was how to express this difference in an authentic and meaningful way.
We realized we needed to shift away from the dealership and into the lives of those clients who had a special relationship with Park Place. Thus, a new campaign was born: a series of mini-documentaries featuring real people telling their fascinating, personal and emotional stories that get to the heart of why they say, “Park Place is My Place.”
The My Place campaign debuted on the Oscars broadcast with the story of Gary and Teresa Klembara, followed by Dr. Nate Hearne’s story during the NCAA Men’s Basketball Tournament. The latest story comes from Grammy-winning recording artist Kirk Franklin, with more to follow later in 2019.
The campaign includes :30- and :15-second television, as well as long-form online video, short-form social video, online banners, a web landing page and print ads. Video was shot by Andrew Ryan Shepherd and edited by Lucky Post.
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