Campaign details

Brand: Badya
Brand owner: Palm Hills Developments
Lead agency: FP7/CAI, Part of McCann Worldgroup, Good People
Country: Egypt
Industries: Property & construction
Media channels: Events & experiential, Outdoor, out-of-home, Social media, Television, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

What do you do with 3,000 acres of land? State-of-the-art buildings? Mixed-use communities? A mall, a school? Everything else everyone else is doing?

What else can a real-estate developer do when launching a new city? Can real estate possibly take on a bigger role? Can it lead national change? Can it be an advocate for a cultural renaissance? Can it possibly sell something other than real estate?

In its newest, largest, scariest launch to date, Palm Hills Developments, for the first time in its 20-year history decided to not sell real estate, but instead, sell art!

Market background and objectives