Challenge
Brookland is a historic Washington, DC neighborhood. In recent years there has been a lot of housing development with the opening of the Monroe Street Market, which brought in a popular Arts Walk that attracts visitors from all over the city. As the next phase of development, 45 brand new townhomes were being constructed. Workhorse was hired to bring in a fresh take to the advertising campaign, focusing on promoting the historic neighborhood.
Solution
Working with the housing developers and a PR firm, we crafted an advertising campaign centered around the authenticity of Brookland life and putting down roots in the neighborhood—becoming ‘Grounded in Brookland.