Water has a new front

Brief

MBR – D1 Residences

Premium Real Estate | Waterfront Residences | Affordable Luxury

THE CHALLENGE

MBR – District One is a leading premium real estate developer in Dubai. Well Known for their luxury mansions and villas the challenge was to communicate the availability of the affordable apartments in the same community, while not bringing down the premiumness associated with the brand.

THE IDEA

All the apartment towers are Crystal Lagoon facing and have great views of the blue water. The Crystal Lagoon at District One is world’s largest Man-made one and it also forms the centerpiece of this majestic community. We found an Idea in the fact that these apartments are “Waterfront” and the campign line was “Water has a new front”

THE CAMPAIGN

The campaign started off with a series of teasers which highlighted various properties of Water and eventually ended with the campaign line “Water has a new Front”. It effectively communicated the waterfront residences in the community.