A Capital Campaign
Economic Power and Growth Inspire a Capitalist
Capital at Brickell is poised to become one of the grandest buildings in downtown Miami. The two towers will rise 53- and 57-stories with a neo-classical skyscraper design reminiscent of the Chrysler Tower and Empire State Building. “We’re creating a true New York feel,” says Nicholas Grossi, head of sales and marketing for Capital at Brickell.
Grossi, along with Cabi Developers and Tinsley Advertising, created a unique marketing strategy that clearly stands apart from their competition. The campaign plays off of the building’s name by incorporating the slogan – “I’m a capitalist.” But what clearly differentiates Capital at Brickell’s print campaign from its competition is their use of captivating black and white photography. Each of the campaign’s advertisements features a different sophisticated professional looking directly at the reader with the brand’s slogan printed next to them. One bold ad features an African American male holding a lit cigarette. The shot is dramatic and clearly draws the reader in. “We wanted to be out-of-the-box,” says Grossi, “and not light, bright, with a pool like everyone else. The real purpose of advertising is to make an impact and create attention. Some people objected to us showing a man with a cigarette, but that ad was very effective.” Five other affluent individuals are featured in the print ads, each with a different cultural background. “Our campaign is designed to reach everyone from New Yorkers to South Americans to Europeans. It’s multicultural, just like Miami.”
Another interesting aspect of the print campaign is the use of a rendering, again in black and white, which highlights Capital’s ornamental, Chrysler Building inspired top. This architectural choice demonstrates a trend in luxury condo development to incorporate innovative design that was once exclusive to commercial buildings. “The Chrysler Building is landmark architecture,” says Grossi, “and our use of this design in a residential building clearly gives us a competitive edge.” In the print campaign’s two-page spread, the rendering is positioned at the top of the right page with the affluent individual filling the entire left page, the two entities appearing to coexist.
The final original element is the use of capitalistic inspired sayings like -- “I believe in a free market economy” -- and then utilizing those sayings to draw comparisons to the mixed-use development. Underneath the above mentioned quote reads – “Gourmet market, restaurants, cafes, fine retail and office space on the lower level.” The comparisons drawn are intelligent and encourage a manner-of-living that goes beyond the superficial and into an economy-based philosophy that works well with Brickell Avenue’s reputation as the financial gateway to Latin America.
The marketing team for Capital at Brickell has taken a simple play-on-words and created a strategy that is vivid and original. By using fantastic photography of true-to-life characters and a slogan that emphasizes an upwardly mobile ideal, a dramatic print campaign was produced that encourages people to live in a manner stimulated by architecture, ambitious personalities, and a belief in economic power and growth.
Capital at Brickell is poised to become one of the grandest buildings in downtown Miami. The two towers will rise 53- and 57-stories with a neo-classical skyscraper design reminiscent of the Chrysler Tower and Empire State Building. “We’re creating a true New York feel,” says Nicholas Grossi, head of sales and marketing for Capital at Brickell.
Grossi, along with Cabi Developers and Tinsley Advertising, created a unique marketing strategy that clearly stands apart from their competition. The campaign plays off of the building’s name by incorporating the slogan – “I’m a capitalist.” But what clearly differentiates Capital at Brickell’s print campaign from its competition is their use of captivating black and white photography. Each of the campaign’s advertisements features a different sophisticated professional looking directly at the reader with the brand’s slogan printed next to them. One bold ad features an African American male holding a lit cigarette. The shot is dramatic and clearly draws the reader in. “We wanted to be out-of-the-box,” says Grossi, “and not light, bright, with a pool like everyone else. The real purpose of advertising is to make an impact and create attention. Some people objected to us showing a man with a cigarette, but that ad was very effective.” Five other affluent individuals are featured in the print ads, each with a different cultural background. “Our campaign is designed to reach everyone from New Yorkers to South Americans to Europeans. It’s multicultural, just like Miami.”
Another interesting aspect of the print campaign is the use of a rendering, again in black and white, which highlights Capital’s ornamental, Chrysler Building inspired top. This architectural choice demonstrates a trend in luxury condo development to incorporate innovative design that was once exclusive to commercial buildings. “The Chrysler Building is landmark architecture,” says Grossi, “and our use of this design in a residential building clearly gives us a competitive edge.” In the print campaign’s two-page spread, the rendering is positioned at the top of the right page with the affluent individual filling the entire left page, the two entities appearing to coexist.
The final original element is the use of capitalistic inspired sayings like -- “I believe in a free market economy” -- and then utilizing those sayings to draw comparisons to the mixed-use development. Underneath the above mentioned quote reads – “Gourmet market, restaurants, cafes, fine retail and office space on the lower level.” The comparisons drawn are intelligent and encourage a manner-of-living that goes beyond the superficial and into an economy-based philosophy that works well with Brickell Avenue’s reputation as the financial gateway to Latin America.
The marketing team for Capital at Brickell has taken a simple play-on-words and created a strategy that is vivid and original. By using fantastic photography of true-to-life characters and a slogan that emphasizes an upwardly mobile ideal, a dramatic print campaign was produced that encourages people to live in a manner stimulated by architecture, ambitious personalities, and a belief in economic power and growth.
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