Launching a new city doesn’t happen every day or every year for that matter, but that’s exactly what we did. The results? One of the most admired new brands: Dubai South
Working to market a master-planned city developed in partnership with the emirate of Dubai, StrawberryFrog used a powerful platform of expression to create awareness for the new city and its new name, while emphasizing the human. The campaign expressed the city as designed around you, not the other way around. Our team framed the strategy in the movement motto “City of You,” featuring specially commissioned watercolors rendering the human-centered happiness of the people of Dubai. The strategic approach underpinning the brand that we advised, was to paint Dubai South to be the world’s happiest city. We launched with a multi-platform program including TV, outdoor, print, and digital. Breakthrough creative meant awareness spiked with a modest investment. Our work continues to resonate as the “City of You” develops not only as a place to live but as a movement towards future living.