Friends of Zahra
A property campaign that wasn’t a property campaign at all.
Campaign Strategy / Brand Identity / Art Direction / Advertising
‘Friends of Zahra’ leveraged the value of local tastemakers to create a mysterious social brand and movement.
Zahra was never real: we simply alluded to an illusion, intriguing people with beautiful outdoor ads featuring ‘Friends of Zahra’. The entire campaign culminated in a lavish launch party - an exclusive ‘it’s-who-you-know’ kind of event. By associating the Zahra character with the kind of people our people wanted to know, everyone was asking, ‘Who is Zahra?’ and a whole new clique of influential women rallied around the brand.
While Friends of Zahra was a creation, the sales were real.
Our campaign was gloriously effective - the development sold out within six months at a time when apartment sales were declining practically everywhere else.
We happily acknowledge that this project was created in collaboration with mates at other agencies, but our DNA is in every pixel.
Sound good? Say ‘Allo’ below