What if your home was a Bellway home?

Our first campaign with Bellway, What if, is out in the world. Launched on Boxing Day, it’s there to catch people at a quieter, more reflective moment in the year, when the presents are opened, the Quality Streets are demolished, and thoughts start drifting towards what life might look like next.

The idea speaks to homebuyers at every stage, from first homes to forever homes, all connected by the same feeling: life has moved on, and their home hasn’t quite followed.

Our brief was to drive registrations and enquiries while evolving Bellway’s tone to feel warmer, more human and more emotionally led. The work also needed to land Bellway’s savings incentives in a way that felt supportive, helping make that next step feel achievable.

The 30-second hero film opens with a simple question: ‘What if your home was a Bellway home?’ Shot at Bellway’s Meadowcroft development in Longframlington, Northumberland, the camera drifts through real, lived-in spaces. A mug warming hands in a softly lit kitchen. Grandparents rocking a newborn. A couple sitting together as daylight pools and fades. The art direction is restrained and observational, using natural light, stillness and texture to let the moments breathe.

As the film unfolds, a series of what if questions gently guide the viewer – What if there was room to grow? What if downsizing felt more like right-sizing? These aren’t sales lines, but gentle prompts, designed to spark imagination.

Nicola Hughes, Marketing Director at Bellway, said:
“This campaign represents a real shift for Bellway. We’ve always been proud of the quality and care that goes into our homes, but now we’re inspiring customers to imagine what a new Bellway home could mean for enabling their lifestyle. Drummond Central understood the emotional reality of today’s buyers – hopeful and considered – and created work that captures the power of ‘What if’ with real clarity and craft.”

The campaign runs across ITVX, Sky AdSmart and YouTube, with the ‘What if’ platform extending into radio, performance digital and paid and owned channels. A divisional toolkit allows the idea to flex locally – from coast and countryside to commute times and schools – ensuring the work feels relevant wherever it lands.