1/JBR - Not For Everyone

Agency Network: 
March 2018


CHALLENGE: Dubai Properties needed to raise awareness of their flagship property 1JBR and cement their status as a developer of luxury properties in Dubai. In a market where EMAAR and DAMAC dominate, Dubai Properties needed to cut through the normal dry, bland real estate advertisements and make a noise that couldn’t be ignored. It’s important to note that this ad was not about driving sales but driving awareness of the building and positioning Dubai Properties as a high-end developer.

INSIGHT: The truly affluent don’t like flashy displays of wealth, they prefer quiet understatement. Of course, this outlook on life goes against everything that Dubai stands for and is known for.

SOLUTION: To position 1JBR as a haven from the flash, gaudy, ostentatious world that most people in Dubai love. Because 1JBR is none of these things, it won’t appeal to the wanna-be try-hards who believe that gold taps and diamond chandeliers are the only way to prove wealth and status. So the strategy became less about focusing on mass attraction, and more about focusing on a slightly subversive selection strategy. Because 1JBR really isn’t for everyone.

Film advertisement created by FP7, United Arab Emirates for Dubai Properties, within the category: Professional Services.

Advertising Agency: FP7/DXB, Dubai, UAE
Executive Creative Director: Oliver Robinson
Senior Account Director: Nadine Kazan
Regional Head of Strategic Planning: Tahaab Rais
General Manager - Business Unit: Tarek Ali Ahmad
Art Director: Katarina Vasilj
Copywriter: Fanny Abou Rached
Agency Producer: Karol Akl
Director: Brennan Stasiewisz
Executive Producer: Dania Quaglio
Producer: Elsa El Amm
Actor: Christien Anholt
Offline Editor: Neda Ahmed
Online Artist: Miguel Ruiz
Colourist: Dan Mitre
Music Composer: Steven Santoro
Sound Designers: Chris Atkins, Joe Dickinson
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