2013 Winners & Shortlists

ALDAR BE

BrandALDAR
Product/ServiceALDAR CORPORATE
EntrantTHEADKITCHEN Dubai, UNITED ARAB EMIRATES
CategoryCORPORATE IDENTITY SCHEMES
Entrant Company THEADKITCHEN Dubai, UNITED ARAB EMIRATES
Advertising Agency THEADKITCHEN Dubai, UNITED ARAB EMIRATES

Brief Explanation

Since the target audience was quite diverse, from company CEOs to schoolchildren, the campaign needed to be something everyone could relate to, while at the same time illustrating the main elements of "building on a human scale", which is creating communities and public buildings that nurture people and the environment at the same time.

The Brief

As its portfolio grew and diversified, Aldar Properties restructured its holdings and created a new brand architecture under the principle of “building on a human scale.” Aldar Properties required a campaign that would increase awareness and engage the interest of employees and internal stakeholders in the brand’s new look and feel.

How the final design was conceived

The “Be” campaign was launched, a series of uplifting ads that allowed the audience to aspire to being part of the Aldar Properties’ family of developments. This successful campaign was expanded to include messages ranging from inspirational to practical for employees and internal stakeholders in and around the corporate headquarters. Messages such as “Be patient” were placed where they would have maximum impact, such as at the main entrance and lift doors. Practical advice such as “Be careful” was placed near revolving doors and crosswalks.

Indication of how successful the outcome was in the market

Positive reviews of the warm messages and cheerful colours of the campaign were so numerous that Aldar Properties decided to include them on items such as wristbands and mugs for employees to keep. In a span of a week, word-of-mouth saturation of the campaign was over 80% throughout Aldar Properties corporate offices.

Credits

Name Company Role
Marylou Ruiz Theadkitchen Account Director
Farid Matta Theadkitchen Art Director
Andrew Moreno Theadkitchen Copywiter
Nitin Itkyal Theadkitchen Creative Director