Designed against biophillic principles, Aldar’s latest residential, all apartment, masterplan development on Yas Island needed a market defining proposition which would differentiate it from everything else on the island and wider region. A position that led with the ‘active’ benefits of living in a biophilic-designed home on one of the few remaining waterside locations on Yas Island. Gardenia Bay was an exclusive opportunity at an accessible price point. With the positioning and brand strategy was defined, an equally head-turning campaign needed to launch the project globally to run across UAE, Russia, China and the UK.
Upon defining the biophilic principles and benefits for the residents, we leveraged these to create an ownable and authentic positioning and communication campaign. Gardenia Bay is all about balance – creating a state of harmony for the residents depending on their mindset and needs; all supported by living in a sustainable, green, natural environment.
On the back of a clear brand strategy, the creative approach needed to feel natural and organic yet dynamic and refreshing to appeal to the international audience. The Home of Balanced Living launch campaign was brought to life through a a series of striking visuals ‘finding their balance’ in dynamic poses. capturing the character and activity experience of a balanced lifestyle at Gardenia Bay.
