JEWEL OF THE CREEK: LAUNCH CAMPAIGN
Dubai Developments is Dubai's leading property firm with over 6,000 units. Their latest project, "Jewel of the Creek," features 19 exceptional buildings including hotels, apartments, a mall, offices, ballrooms, and a marina. For this launch campaign, I was responsible for the concept development, art direction and executions.
CREATIVE PROPOSITION
Beaming Life
The creative proposition Beaming Life suggests a concept that revolves around the idea of radiating vitality, vibrancy, and positive energy. Life in a beam of light embodies the notion of bringing liveliness to the daily life and an environment. This creative proposition will be applied throughout the campaign.
CAMPAIGN CONCEPT
The concept behind using beaming life incorporates the best of two worlds. Firstly, it highlights the high-end luxurious community that people get to live in, as well as the happy moments they get to enjoy. Secondly, it reflects back on the jewel aspect that is incorporated in the name of the project Jewel of the Creek - when white light passes through a clean-cut jewel, it refracts with colorful and vibrant beams of light.
We suggest having the beaming life proposition as a holistic approach that can be used to tackle different aspects of living in Jewel of the Creek.
Using it in different executions, each related to the diverse amenities available in the compound:
•Beaming Experiences
•Beaming Feasts
•Beaming Comfort
•Beaming Convenience
•Beaming Surroundings
TEASER
Hinting the audience with beautiful imagery featuring beams of light with a striking headline.
Pre-LAUNCH
During the pre-launch phase, along with the teasers, we will conduct a contest. In this event, glass and sculpture emerging and established artists will create masterpieces inspired by the Jewel of the Creek.
This competition will run over a period of two weeks at the JOC's corniche, allowing visitors to observe the artists' progress. The spectators are bound to be awestruck by the beautiful beams of light portrayed in the artists' pieces.
This will serve as an excellent PR strategy, by positioning it as a must-see event in Dubai, we can leverage popular platforms like whatson.ae or livinDubai to garner widespread attention.
Such publicity would propel the audience to share their experiences and spread the news about the competition across social media, creating an organic buzz. As they share their stories, captures, and victories, this event morphs into a social phenomenon.
LAUNCH
The launch phase will comprise two simultaneous components:
•Firstly, we'll roll out a comprehensive communication plan, utilizing the power of social media, digital ads, and strategically placed billboards in high-traffic locations.
•Secondly, we'll host the official launch event for the Jewel of the Creek. This grand affair will showcase all the unique sculptures from the competition, and the moment we've all been waiting for – the announcement of the winner.
In addition to the grand reveal, we plan to set up an outdoor museum to display these sculptures. During the day, the sunlight will transform into a natural spotlight, creating radiant beams as it passes through the glass sculptures. As night falls, a carefully curated light installation will take over, ensuring the sculptures continue to captivate under the starry sky.
