Dubai South
The Centre of Now
The Centre of Now Campaign
We were asked to launch a new city that positions Dubai as one of the most attractive destinations for global travelers and business leaders alike. Dubai came to us with a seemingly simple ask: put us on the map. We designed a campaign that made Dubai the center of the world. We invited everyone to mobilize global travelers and business leaders with a taste for adventure and the untraditional. We launched activations, digital engagements, and films that brought the experience and culture of this center to life. And then, the country’s leadership asked us to go further: launch a new city. We named it Dubai South, a geographical place and a new way of living. We gave Dubai a purpose the world could rally around.
"The City of You" Commercial
The Work
We hired an illustrator to create stunning watercolors that would invite consumers to investigate the offerings of Dubai South further. Six weeks in market, the campaign immediately generated buzz and was picked up by dozens of real estate trade publications. It was such a success, they contracted us to do an additional media buy when the buildings went up, inviting potential buyers to tour the places themselves.
Deliverables worked on: design, production (digital, social, image search, retouching, & presentations)
