DUBAI SOUTH / STRAWBERRYFROG

Creating an oasis of humanity in a desert of opulence

A Collaboration with StrawberryFrog and Scott Goodson, ECD

THE CHALLENGE
As part of Dubai's 2021 Strategic Plan to increase the quality of life in the Emirate, the government founded a new mixed-use development for over a million new residents. Centered on high quality schools, affordable healthcare, business innovation and low environmental impact, it promised a new way of life for Dubai's residents. But how do you compete in a white-hot luxury market focused on sleek skyscrapers and a sea of opulent luxury residences? 

THE SOLUTION

To remind businesses, investors and residents that luxury excess often comes at the expense of authentic human needs, I worked with global agency StrawberryFrog and ECD Scott Goodson to strategically positioned the new development as  “The Human Capital,” a city with refreshingly novel aspirations: to be the Human Capital of the region: a city profoundly sensitive to the human factors that promote happiness and unlock growth and prosperity.

We first renamed the development from Dubai World Central to Dubai South and introduced a boldly iconic logo.  To create a look and feel that set Dubai South completely apart sea of sameness that characterizes the marketing of Dubai’s many glitzy corporate and residential real estate developments, we tapped renowned illustrator Mats Gustafson to create original watercolor sketches that artfully capture Dubai South’s core values of humanity, dignity, optimism and community.  

With a launch timed around the Cityscape international real estate expo, we used TV, print and OOH executions to create a conversation around a new aspirational vision for urban living and working in Dubai.

The campaign immediately generated buzz and was picked up by Gulfnews, The National, Thompson Reuters, Campaign UK and Campaign Middle East, as well as dozens of real estate trade publications.

PRINT CAMPAIGN

Credits
Agency: Strawberry Frog
Creative Director: Scott Goodson