A new campaign from Calbridge Homes presents its finished products not just as quality dwellings but as inhabitable works of art.

“It’s a Calbridge,” made in collaboration with creative agency Trigger, celebrates the details behind the build and positions the Calgary-based developer’s products as a long-term investment in both beauty and real estate.

A series of short films introduce a gallery host guiding potential homebuyers through Calbridge homes while waxing poetic about a faucet’s ability to offer “the very essence of life” or a soon-to-be drywalled frame’s “commitment to virtue, even in obscurity.”

Edmundo Azuaje, Calbridge’s marketing and communications manager, tells strategy that the “It’s a Calbridge” campaign’s target is potential clients with a keen interest in quality, whether they be first-time homeowners, families looking for a space to grow into or “move-up buyers.”

“They’re looking for something that feels like a long-term investment, not just a quick move-in. We want buyers that value luxury no matter the product offering,” Azuaje says. “[The campaign] reflects how we see our homes, as something crafted with deep care. We wanted to celebrate the build itself, not just the surface finishes. Showcasing that through an art-gallery lens lets us do that in a unique way.”

Azuaje declined to give specifics on the campaign’s marketing spend, but said it aligns with previous years’ budgets and “reflects the kind of product [Calbridge is] building.” A Calbridge spot in 2023 featured an ex-Toronto couple discussing their move to Calgary, with voices and faces obscured witness-protection style to avoid backlash from Ontarians.

Calbridge, currently celebrating its 47th year of operations, builds more than 200 premium homes a year in the Calgary area with a staff of more than 100 employees.

“It’s a Calbridge” includes three short films, shot in Calbridge homes as they were being built, and five radio spots. Media placements cover YouTube, connected TV, digital boards, OOH, social media, radio and cinema. Mediology created the media plan for the Calgary-area rollout that launched on Monday and will be in market through the end of the year.

Calbridge will be tracking showhome visits, website leads and engagement to assess the campaign’s performance, with a focus on building awareness and elevating brand perception, Azuaje says.

“We want to make sure that when people think about buying a home in Calgary, Calbridge is top of mind across a wide product offering,” he says.

Dan Strasser, partner and executive creative director at Trigger, tells strategy that “It’s a Calbridge” has the potential to expand out into a larger platform saying there’s “definitely room to continue” with the gallery-host character and go deeper into the building process.

“Buying a home is a huge life moment. We didn’t want to reduce that to just features and floorplans,” Strasser says. “This campaign speaks to people who want to feel the passion of what they’re buying.”