Kalaranna Kvartal’s commercial: luxury and quality through the eyes of a fish
The purpose of the Kalaranna Quarter promotional video was to market one of Tallinn’s most desirable new developments – the seaside Kalaranna Quarter. The clip aimed to sell luxury apartments and convey the feeling of living there: a tranquil, sea-breezed environment and high quality.
We wanted to tell a story that would stand out from typical real estate videos, which usually only showcase beautiful interiors and exteriors. That’s why we developed a concept that would immediately capture attention and introduce an unusual perspective – the reasons why “living in Kalaranna is terrible,” told through the eyes of a fish.
How?
The campaign was created in collaboration with Pro Kapital and digital agency Hable. At the heart of the idea, we introduced a special resident to Kalaranna Quarter – a Fish. The structure of the video relied on the concept of “reverse psychology,” where the fish complains about the so-called “inconveniences,” whether it’s the herringbone parquet, climate system, or the luxurious location. For people, of course, these are exactly the reasons to live in Kalaranna.
Technically, we enriched the filmed material with CGI animation, which brought the sparkling permanent resident to life. The Fish was given witty, tongue-in-cheek lines, each playfully double-edged in meaning, voiced by Argo Aadli. The soundscape of the clip was crafted by Estonian music duo Vera Vice.
Results
The campaign instantly stood out from conventional real estate videos, gaining immediate attention and sparking conversation on social media. Across YouTube, TikTok, and Meta, the video reached nearly 3 million viewers, with 37 771 clicking through to learn more about Kalaranna Kvartal. In addition, inquiries and reservations grew significantly – a clear sign of rising interest in the apartments. This video proved that even luxury real estate can be marketed with humor and creativity in a way that truly resonates with the target audience.
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