2022 Winners & Shortlists

DISTANT NEIGHBOURS

Bronze Lynx

Demo Film

Presentation Image

BrandTECOM GROUP / DUBAI DESIGN DISTRICT
Product/ServiceDUBAI DESIGN DISTRICT
EntrantSERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryOverall Aesthetic Design
Idea Creation SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production SERVICEPLAN MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Background

The avant-garde Dubai Design District is known for global fashion and design festivals, plus chic galleries showcasing work by up-and-coming designers and artists. But with the global pandemic and strict lockdowns, the visitors and energy all but disappeared. For a business that thrives on up-close and immersive interactions with the people, this situation was far from ideal. We needed an organic way to seep back into people’s imagination and conversations, like they’ve always experienced on our premises.

Describe the strategy

With Instagram being the go-to social media app of our core audience, and tying the newly created account with D3’s own Instagram page, we piqued their curiosity and imagination. We were certain that the living spaces of creatives would be an extension of themselves, and thereby worth sharing for inspiration during a tough lockdown.

Describe the execution

We launched the initiative on the D3 Instagram page with a video that was viewed over 100,000 times. We started receiving entries right away. Curated entries were then turned into illustration tiles, as the virtual apartment started taking shape. We went a step further and held online mental health webinars with certified doctors from The Lighthouse Wellbeing Clinic. Once lockdown measures were eased, we launched an exhibition with the artworks created in the art galleries of D3, where visitors can scan a barcode to visit the Insta-Apartments thereby closing the circle

List the results

Submissions from over 30 countries Over 100 qualifying submissions Over 10,000 interactions Over 4 million impressions Followers to D3 page up by 20% during lockdown months Site traffic highest in the last quarter Retail and business enquiries up by 30% during lockdown months, even from overseas

Credits

Name Company Role
Rami Hmadeh Serviceplan Middle East Manager Partner
Natalie Shardan Serviceplan Middle East Managing Director
Azhar Siddiqui Serviceplan Middle East Manager Partner
Frances Valerie Bonifacio Serviceplan Middle East Head of Strategy
Jason Romeyko Serviceplan Group Worldwide Executive Creative Director
Akhilesh Bagri Serviceplan Middle East Chief Creative Officer
André Couto Serviceplan Middle East Creative Director
Sahar Iqbal Serviceplan Middle East Art Director
Kunal Gagwani Serviceplan Middle East Art Director
Lee Sharrock Serviceplan Group International Communications Officer
Khalil Haddad Serviceplan Middle East Copywriter
Vineeta Pulkit Serviceplan Middle East Account Director
Kenan Baki Serviceplan Middle East Project Manager
Links
Social Media URL