2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

We open on Gabriel Macht aka Harvey Specter, leading us through the excitement of Downtown Dubai. Gabriel navigates through this world with his considered elegance, in contrast to this gauche setting. As he takes us through what would be considered the highlights of Downtown, we understand from his comments and gestures, that he is less than impressed. Stuck in a traffic jam, he finally finds an escape and drives off as he states: ‘The best part about Downtown…is leaving Downtown.’ That’s when we get transported into the luxury and premium elegance of the MJL. We witness the assured positivity and relaxation of Gabriel’s character immersing the audience in the details of this luxury world. The contrast between the sounds, sights and madness we had witnessed earlier is obvious, as Gabriel takes the audience on a tour of a world of true luxury. His kind of world, his kind of living.

Cultural / Context information for the jury

The real estate market in the UAE started in 2003 with Emaar. The first and largest real estate developer, Emaar has dominated the market ever since. They have created the most iconic buildings and developments around the city including Dubai Downtown and Burj Khalifa. No one has ever come close to their success and consumers have always equated them with the best that Dubai has to offer. Emaar’s Downtown Dubai, is synonymous with the finer things in life. But while it is a happening place, it’s busy; it’s loud; it’s crowded. Alternatively, MJL is located right by the sea, adjacent to Burj Al Arab and a natural extension of the highly popular and lush tourist hub, Madinat Jumeirah. Created by a much less renowned developer, Dubai Holding, MJL had to entice those high-net-worth individuals, who would consider buying in Downtown, to consider it as a better alternative.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

In a market dominated by the real estate giant that is Emaar, that prides itself on defining what luxury living is, Dubai Holding a relatively unknown real estate brand, decided to do what no one else had previously done - undermine their definition of luxury living. Because all other brands follow in Emaar's footsteps with clichéd content, no brand has been truly able to compete. So we decided to hit them hard: in their crown-jewel, Dubai Downtown. They boast about Downtown being the “center of now”, the place to live… but we pointed out that anyone with real taste would be happy to leave Downtown for the true epitome of luxury: MJL. And who better to do it than the embodiment of the connoisseur of the finer things in life: Harvey Specter.