Working side by side, Burbank and Equality Media + Marketing embarked on a complete brand repositioning, grounded in in-depth strategic research and customer insights and culminating in a new platform that places life, not product, at its centre. “Modern Australia is looking for more than square metres and specification lists,” said Anthony Garrubba, national general manager, marketing and sales, Burbank Homes. “Home ownership has never been harder for Australians,” said Marilla Akkermans, founder and managing director of Equality Media + Marketing. ‘The Pursuit of Living’ was built from that truth and translated into a platform that is deliberately human: real homes, lived-in moments, authentic imagery. ‘The Pursuit of Living’ platform now spans every aspect of the Burbank brand, including advertising, digital, social, signage, and in-home experiences.