Pinehills Launches ‘Introspective’ Push

BOSTON The Pinehills, a planned community in Plymouth, Mass., has launched what it calls an “introspective” multimedia campaign with copy lines such as “Walk your inner dog,” “Take it for a test dream” and “If I were a road, I would bend.”

Strada Advertising of Denver crafted the work, with Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston handling media buying chores. Newspapers, magazines, radio and billboards are being utilized and the work will run through the fall.

The client attempted to create “something that is a true departure from the more traditional real-estate advertising style,” said Donna Tefft, director of marketing for the Pinehills. “If it makes people stop and think, then we’ve accomplished our goal.”

Strada vice president David Lancaster described the campaign as “a sudden, but playful perspective shift. We want to lift our audience out of their current situation and plop them right down again, not only in a different place, but in a different frame of mind altogether.” He added: “We’re not trying to convert anybody. Instead, we’re simply putting provocative ideas out there and attracting those with the capacity to be attracted.”

The media schedule includes Coastal Living, The Boston Globe and Yankee Magazine.