2011 Winners & Shortlists

Brief Explanation

Challenge was to create a fun colorful campaign that would attract premium real estate buyers not tourists Key objectives are: Inform people about different facts in EL Gouna without losing the essence of real estate and owning a home in El Gouna The information should be very interesting so that it grab the people’s attention and make them curious to know more about El Gouna and possibly buy People should feel that they want to be part of this community Position El Gouna as a self sufficient community based on facts and numbers Create a buzz and word of mouth

The Brief

Provide people with more information on Gouna, something that will give us more credibility as well as something interesting for the people to know about “El Gouna by numbers” is the concept we have in mind And the communication objectives are: Inform people about different facts in EL Gouna without losing the essence of real estate and owning a home in El Gouna The information should be very interesting so that it should grab the people’s attention and make them curious to know more about El Gouna and possibly buy

How the final design was conceived

We played on the insight that most people who go to El Gouna are escaping the city. They want to get away from the pollution, traffic, ugly scenery, etc. With that in mind, we turned the city into a disease; a syndrome that needs to be cured by going to El Gouna. We took the ugliness of the city in the form of icons (cars, billboards, buildings, etc.) and created a 3D "City" word from it on.

Indication of how successful the outcome was in the market

The campaign's message hit home - everyone could relate to the need for escape!