DUBAI REAL ESTATE BLOCK CHAIN
|Brand||DUBAI LAND DEPARTMENT - DUBAI GOVERNMENT|
|Entrant||PIXONAL Dubai, UNITED ARAB EMIRATES|
PIXONAL Dubai, UNITED ARAB EMIRATES
BUCK Sydney, AUSTRALIA
The idea was to design a simple and attractive animation film, thats different from the usual government announcements films aiming at describing the blockchain technology in the simplest way possible yet connecting it with relevant actions and activities the customers of land department do.
The film is around a couple that takes the viewer into the journey of finalizing all the transactions needed through blockchain technology without the need of any paperwork, from issuing the title deed till hosting a move-in party in a nice and lovely frame by frame animation.
A set of characters were designed in a way to show the diversity of customers of Land Department and that matches the regional culture of the government as well. In addition, a nice and futuristic environment was designed in a colorful manner that gives the film a young and attractive look while staying true to the government tone.
The animation was advanced through frame by frame to increase the sophistication of the film and to reach to the hearts of all viewers, and hence understand the sophistication of the technology.
Describe the success of the promotion with both client and consumer including some quantifiable results
The film had thousands of views on various channels and made a huge success during the launch event specially from the visit of His Highness Sheikh Hamdan Bin Mohamed the Crown Prince of Dubai and His Highness Sheikh Maktoum Bin Mohamed the Deputy Ruler of Dubai along with the top management of Dubai Government.
Moreover, various government entities in Dubai participated for the first time on one announcement including private companies like Ikea.
The video was used worldwide as an explainer to the blockchain technology as well.
Explain why the method of promotion was most relevant to the product or service
This film is promoting the new technology of blockchain being conducted by Dubai Government on Real-Estate transactions.
Having all customers of Land department as the target audience, the whole tone of the script was crafted in a simple way, while the design and animation was sophisticated through frame by frame animation and high-end character design. The video was set to be a maximum of 90seconds to appeal to all audience, and with a attractive yet subtle music to reflect the government tone as well.
||Executive Creative Director
||Associate Creative Director