Building happiness and prosperity
Nakheel replaced its logo and adopted a new brand promise tied to the Dubai 2040 Urban Master Plan, then ran the new identity as a city-wide campaign across digital, outdoor and social. Ochre handled the creative under creative director Sebastian Klein.
- The brief
- Dubai residents and investors, for developer Nakheel as it lined its brand up behind Dubai's 2040 Urban Master Plan.
- The idea
- Nakheel swapped its logo for a new one and took on the promise of building happiness and prosperity, then rolled the identity out city-wide across digital, outdoor and social.
- What to borrow
- Hitching a developer's promise to the city's official master plan makes the brand sound like part of civic progress.
| Brand | Nakheel |
|---|---|
| Agency | Ochre |
| Talent | Not named |
| Channels | digital, OOH, social |
| Source | Campaign Middle East |
What other home & building brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Azizi Developments | Ramadan 2026 sales programme at MeydanExperiential · 25 Mar 2026 | Experiential | – | 25 Mar 2026 |
| Roshn | Ehsan National Charity Campaign 2026Purpose · 23 Feb 2026 | Purpose | – | 23 Feb 2026 |
| DAMAC Islands | Buy a Home, Get a Luxury CarFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| Danube Properties | SHAHRUKHZ by Danube launchLaunch · 22 Dec 2025 | Launch | – | 22 Dec 2025 |
| DAMAC Islands | DAMAC Islands 2 launchIntegrated campaign · 18 Dec 2025 | Integrated campaign | – | 18 Dec 2025 |
| Diriyah | Diriyah Season 25/26Experiential · 11 Dec 2025 | Experiential | – | 11 Dec 2025 |
| Aldar | Driven By DetailsIntegrated campaign · 28 Jul 2025 | Integrated campaign | Lobster | 28 Jul 2025 |
| Drydocks World | Name Our CraneDigital/social · 21 Jul 2025 | Digital/social | – | 21 Jul 2025 |
More from Nakheel
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Where Life FlowsAd film · 6 Mar 2023 | Ad film | Impact BBDO | 6 Mar 2023 |