Create a campaign which increases awareness of the value and benefits of architecture and, ultimately, consideration of engaging a professional.
A push/pull campaign, pushing images of beautiful architecturally designed homes and stories of good relationships between architects and clients and asking people to publish their own favourite homes.
A content partnership with The Design Files featured extraordinary homes from across the country, paired with an Instagram promotion through which users were encouraged to share their ideal homes with #whereidliketolive.
The campaign tapped into a desire for something more - beautiful, clever, functional, special - and effectively engaged the public with the Institute and architecture. The campaign reached half a million, the new @whereidliketo Instagram account gained over 1000 followers and the competition had hundreds of stunning entries.