GPT’s Rouse Hill Town Centre is a new retail destination that reaches to the outer rim of Sydney’s high growth north west region. In a nutshell it is a contemporary expression of a traditional town experience and combines the best of a high street shopping environment with a well managed shopping centre. This launch campaign confirms community attitudes and RHTC delivering an experience that adds real value to its user’s lifestyle. Our insight found that locals new to the area escaped their previous smaller houses for a bigger dream home, a larger backyard, the open space, and a more town and country lifestyle – ideal for bringing up the family. We used the idea of unfolding a ‘out-of-the box’ experience with a ‘cardboard box’ as a strong visual device to tied this campaign together.