2013 Winners & Shortlists

GREENME

BrandALDAR
Product/ServiceALDAR RECYCLING AWARENESS INITIATIVE
EntrantTHEADKITCHEN Dubai, UNITED ARAB EMIRATES
CategoryPOSTERS
Entrant Company THEADKITCHEN Dubai, UNITED ARAB EMIRATES
Advertising Agency THEADKITCHEN Dubai, UNITED ARAB EMIRATES

Brief Explanation

Aldar Propertie's principle "building on a human scale" needed to be translated into a campaign that would illustrate its core ideals: building communities and public buildings that nurture society while also taking care of the environment. The campaign had to mirror this ideal and yet be engaging enough to attract the interest of a diverse target audience that included schoolchildren and company CEOs.

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
Andrew Moreno Theadkitchen Copywriter
Mark Marlborough Theadkitchen Design Director
Nitin Itkyal Theadkitchen Creative Director