ModularWalls × The Block
Social Campaign
Premium Residential
Meta Ads
An editorial-led social campaign for Australia's premium residential walling brand, selected by The Block renovation show for six consecutive seasons.
The brief
A social campaign that reinforced ModularWalls’ six-season presence on The Block without leaning on the show’s branding or promotional claims. Needed to work across Meta Feed, Stories, Reels and Carousel in multiple aspect ratios.
The approach
One typographic lockup across every placement: logo, hairline rule, bold two-line headline, light sub. Type sits on the architecture itself rather than on a filled panel. The wall is the surface.
One system, four concepts
Each banner delivers a different angle on the trust-and-longevity message. The lockup stays identical; the imagery and copy shift.
Three ratios, no soft crops
Each concept was re-composed per ratio rather than letter-boxed. Safe zone kept centred so Meta's auto-crop never cuts the headline.
Carousel and video follow
The same lockup carries into a four-card carousel and a 15-second awareness video, so the campaign reads as one piece across placements.
