StrawberryFrog Launches The New City: Dubai South 'City of You'

"To create this campaign we selected Scott Goodson who had created 'Hello Tomorrow' for Emirates Airline. He and his team at StrawberryFrog stood out for strategic and creative brilliance," said Sanjay Patney, director, corporate marketing.

"Scott personally named  the new city 'Dubai South' and created the 'City Of You' motto and campaign which perfectly encapsulates the idea behind this dynamic new city. The agency team has been exceptional and has exceeded our expectations in delivering this immense campaign."

"When you start with the human, it leads to a city that is fundamentally different than anywhere else on earth. The Dubai South 'City of You' marketing campaign is a powerful expression of this platform: a city where everything is designed around you, not the other way around," says Scott Goodson, founder of StrawberryFrog. "We have been incredibly fortunate to be working with visionary and forward thinking clients on this immense assignment."

The marketing campaign that began in September on TV, outdoor, print and digital, represents a meaningful step in creating a cultural movement for more human-centered happiness and quality of life for the people of Dubai, creating awareness for the new city and its new name.

"This is a big inspiring values-driven movement for human happiness. When creating 'Hello Tomorrow' for Emirates Airline, we saw first hand how big emotional ideas inspire, endure and build the greatest amount of equity into the brand," says Goodson.

"We wanted 'City of You' to stand out from the sea of sameness and hyperbole among Dubai’s corporate and residential real estate market that showcases flashy buildings and developments, we commissioned one of the world's most renowned illustrators Mats Gustafson to create original watercolor sketches that artfully capture Dubai South’s core values of humanity, dignity, optimism and community."

Beginning in September  these sketches will be visible in print and newspaper as well as on Dubai’s most prominent outdoor and transportation locations as well as on 30 and 60-second commercials running on television and in cinemas across Dubai, and in digital.