Challenge:

Everyone in Qatar knows about The Pearl. But nobody associates it with anything other than the fact that it's a manmade island, full of expats. Our main task what to change the perception of The Pearl from just an island, into a luxurious destination.

 

Idea:

If you've ever driven to The Pearl, once you get past the opening gates, it automatically feels like you're in an all-inclusive resort. The sun shines a little brighter, the air a little cleaner, and the scenery is much more extravagant. So we used this insight and came up with the concept that every day on The Pearl is like being on vacation.

 

Result:

We took our big idea of 'Everyday Vacation' and created a multi-platform campaign.

 

Our print ads featured smart and cheeky headlines about focusing on different areas and activities on The Pearl, and we extended it into outdoor.

 

We also expanded this idea onto digital, with a plethora of creative online activations to get people's attention.

 

Activations such as the World's Longest Panoramic Banner, an Airbnb cross promotion and an underwater Instagram photobooth. Every word, ad and activation connected to the idea of making The Pearl a place where you can feel like you're on vacation without having to leave Doha.

 

We turned The Pearl into a spectacular place to live, lounge, dine, be entertained and much more.