WHO ELSE?
The Place (a new genre of Deluxe Hotel Apartments) was about to be launched, starting with its flagship property overlooking the Dubai International Convention and Exhibition Centre.
Was put in the hot seat as Creative lead on this pitch.
Built around a design aesthetic echoing the refined taste of well-travelled senior executives, its brand of comfort and luxury was a cut above the ordinary. Call it sophisticated, contemporary or classy. A weekend at The Place was all it took to be convinced.
A print campaign (for travel mags like Condé Nast Traveller and Travel+Leisure) was the launch pad. But a looming print deadline left no time for a photo shoot. Yet, it was imperative to visualize the distinguishing characteristics of The Place. But, without any visual appeal, how does one speak the design language?
Here's the 4-ad campaign that did just that.
With mere words, it painted a picture of The Place in the heads of our targets and made an instant connect. Telling them they were our kind of people and ours was their kind of place.
