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“I am Eighteen” – A luxury real estate brand becomes a game changer

‘Eighteen‘ is a luxury real estate brand by Ora Developers, Saif Group & Kohistan Builders and Developers have entered the Pakistani market and knows exactly how to differentiate from it’s existing competitors.

The housing project which is located near Islamabad, plans to create a luxury living space with apartments and villas. Through this project, the builders will introduce an international style of living and architecture to Pakistan so that Pakistanis can benefit from the actual real estate.

For the launch the brand needed a different idea, to register itself in the market and for that the brand invited around 11 agencies to pitch their ideas. After that, Synergy Dentsu was selected in October 2017 to carry the brand forward. The main purpose was to build a brand equity. The campaign which was suggested by Synergy was far different from their competitors.

The concept which was presented to the brand was “I am Eighteen”. A celebrity-focused concept that personified accomplishment through the most astounding end mark representatives.

Location scouting was done widely and Poland was decided as the perfect shooting location.

“Today we have shown a wonderful master plan for a development which I believe will revolutionize real estate projects in Pakistan. Ora, working with these highly respected partners, will be creating a new lifestyle destination in a world class capital city. I am very pleased to be involved with the project and very excited by what we will achieve.” -Mr Naguib Sawiris, Chairman of Ora developers stated.

ArtNoir was looking after the production duties, a Karachi based production house which is headed by Sohaeb Akhter, who has previously worked for clients such as Zong, Gul Ahmed, Uber, Kolson and Pakistan Cables.

Once Poland was finalized as a destination, Opole and Wroclaw were selected as the two locations for the shoot.

The campaign managed to gather one of the largest celebrity casts for an ad campaign extraordinary for real estate advertising. The most powerful, dominant and adored celebrity duo in Pakistan, Fawad and Mahira Khan are a part of this glamorous campaign.

Other cast included celebrities such as Wiqar Ali Khan, Sabeeka Imam, Armeena Khan and the veteran actress Atiqa Odho. The team decided to create a unique concept more like a short film experience derived from French cinema. The idea was to bend genre conventions of advertising especially Real Estate advertising to become a game changer for this sector.

Check out the campaign below:

Synergy Dentsu has definitely did a tremendous job by completely giving Real Estate advertising a new look by using an out-of-the-box idea to highlight upcoming mega projects within the country such as Eighteen Islamabad.

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