Singapore – Global real estate firm JLL has released a new campaign showcasing that “there’s no going back” to outdated methods of improving the bottom line, enhancing employee satisfaction and productivity, and achieving environmental responsibility.
The campaign, done alongside BLKJ Havas, positioned JLL as being able to highlight real estate as a powerful tool in addressing these modern workplace issues, encouraging potential tenants to partner with them for forward-thinking solutions and a brighter way to move forward.
Central to the campaign is a film which takes viewers on a museum tour, highlighting issues like noise distractions, erratic temperatures, misleading sustainability practices, and inconvenient access to basic amenities. It demonstrates how these outdated conditions can harm a company’s bottom line, hinder talent retention, and undermine environmental efforts.
JLL advocates for modern real estate solutions to overcome these challenges. The campaign is further supported by EDMs, guides, and a dedicated website, which all urge businesses to avoid reverting to inadequate office spaces and instead invest in innovative, effective workplace environments.
Moreover, its unconventional approach to corporate real estate advertising sets this campaign apart. Using humour, the campaign engages the audience and highlights the absurdity of outdated office settings. It also taps into a trending topic to stay topical and relevant. Most importantly, the messaging has been humanised, acknowledging that HR managers, CEOs, and the LinkedIn Business community are all people at the end of the day. This approach ensures the campaign resonates on a personal level, making it more impactful and memorable.
Carryn Francis, marketing director of markets advisory for APAC at JLL, shared, “At JLL, our offices embody our research-backed, people-first philosophy. Located near transport hubs and amenities, our spaces cater to diverse employee needs with quiet zones, collaborative areas, and biophilic elements like natural light and greenery. Smart technology for lighting and climate control boosts efficiency. These optimized environments demonstrate the benefits of supportive workplaces — benefits we aim to deliver to our clients.”
She added, “BLKJ Havas collaborated closely with us from the get-go, conducting in-depth interviews with clients and brokers to gather key insights for our campaign. Their unique, human approach towards corporate real estate advertising unconventionally combines humor and topicality, offering a fresh perspective on the challenges organizations face today. By capturing the evolving needs of the modern workforce, their work delivers our message in a relatable, impactful manner while entertaining the business community.”
Meanwhile, Fiona Huang, general manager at BLKJ Havas said, “Our new campaign takes a refreshingly honest and witty approach to the workplace challenges we all recognize. By humorously spotlighting these outdated issues, we’re highlighting JLL’s innovative solutions that truly enhance productivity and well-being. Yes, we are addressing the business community, and we definitely mean business. But can we also deliver a chuckle while striking a chord with them? Absolutely.”
She added, “From gaining insights into the business to taking bold steps with us — moving away from the usual jargon and embracing a more human approach — we’re fortunate to have clients who share this vision. Their trust and active involvement have been essential in nailing it.”
