StrawberryFrog Seeks 'Happy' Villagers

Earlier this fall, the emirate of Dubai selected StrawberryFrog NY to create advertising for Dubai South, its new 145 sq. km. master-planned city development that is being built from scratch.  

Now, StrawberryFrog is attempting to lure residents to a new residential space within the city by linking the idea of happiness and home with a new campaign: "Welcome Home Happiness.” 

The concept expands on the notion that human happiness is measured by growth, well-being, sense of purpose, social relationships, financial situations, community involvement and physical health.  

The new campaign for the residential space, dubbed, The Villages, presents the idea of a utopic culture and model for living, where people are put first.

It is where “nature is celebrated and where a diverse population comes together to form a thriving and healthy community," says Scott Goodson, founder of StrawberryFrog.  

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"We live in cities. We work in cities. We visit cities. But more often than not, we don’t truly feel at home in cities. That’s because most modern cities are built around cars and commerce, with little thought given to what makes us truly happy," he says.  

The campaign is rolling out is several phases.

StrawberryFrog started by asking residents of Dubai to describe their unmet needs in a social media campaign, instead of telling people what a new residential city should be. Full page teaser ads in national newspapers and out-of-home media presented questions such as, "What is the key to happiness." These ads provided a call-to-action asking readers to share their answers on social media with #WelcomeHappiness. 

A few weeks later, TV, print and out-of-home ads presented the responses. 

The campaign also included an innovative i3 sided holographic presentation at the Cityscape 2015 real estate show. Developed by StrawberryFrog, Duvent and 3D Holographic Projection Technology by Musion, the installation featured a panoramic projection of over 50 meters – on three holographic screen displays – with 22 projectors in total that guided viewers through what life would be like for people living in this future Dubai South. 

This Villages installation featured 45 people – some 15 leading actors and over 30 extras, as well as photo-realistic 3D holograms and fly-throughs of architectural impressions. See it online here

StrawberryFrog will launch additional iterations of the campaign over the coming months. The city is expected to house more than one million residents by 2020. 

 

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