EMAAR - Downtown Dubai
Known for its business and cultural leadership, Downtown Dubai has also been recognized as a leader in architecture. Recognized with the "Global Icon" award by the Council on Tall Buildings & Urban Habitat (CTBUH) 2010, Downtown Dubai recently sought to make a similar impact with its global marketing. The organization behind Downtown Dubai, EMAAR, approached StrawberryFrog to create a holistic, sustainable marketing strategy and solution. In response to EMAAR'S needs, StrawberryFrog set out to create the 'Centre of Now' strategy and a much-anticipated multi-platform global marketing effort to inspire the world to experience Downtown Dubai.
Working closely with EMAAR, the team began exploring insights, culture and ideas. In conjunction with EMAAR'S team, StrawberryFrog chose a mixed media activation that maximized the 'Centre of Now'. These efforts included the world's first 24 hour digital video-enabled sun dial, as well as remarkable advertising featuring world renowned photographer Mikael Jansson's work, which is running in the world's most influential cultural, business and opinion-former media on and off line.
