For CALA Homes, we were asked to look at a landmark event. The marketing of Donaldson’s, an iconic building which has defined the approach to Edinburgh since 1842. There are two sides to the Donaldson’s story; it represents a fusion of the historic and the iconic. The signature Playfair building, designed by the architectural visionary William Henry Playfair, is complemented by the superb contemporary architecture of the Crescent, with its stunning glass fronted façade echoing the historic crescents of Edinburgh’s West End. The campaign we created, based around the line ‘Decisions, decisions, Donaldson’s’, captured this unique conundrum that is presented by the choice at Donaldson’s. It also captured the client’s imagination and articulated the proposition perfectly. The teaser campaign has already featured on both a microsite and 48 sheet poster sites and has created a huge level of awareness amongst prospective buyers.