Live life as it should be
Launch campaign for The Sustainable City on Yas Island, whose first phase sold out in a day. Rather than a futuristic city, the films and short documentaries argued for going back to basics and reconnecting with nature, giving voice to the community and its residents.
- The brief
- Would-be residents of Aldar's new planned community, The Sustainable City Yas Island.
- The idea
- FP7 McCann's films and short documentaries pictured the future as a return to simple pleasures and nature, voiced by the city and its residents, for a project whose first phase sold within a day.
- What to borrow
- Selling a future development as a return to basics, in place of high-tech spectacle, sets it apart from typical new-city marketing.
| Brand | Aldar |
|---|---|
| Agency | FP7 McCann |
| Talent | Not named |
| Channels | digital, social, TV |
| Source | Campaign Middle East |
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