The Richmind billboard campaign on Sheikh Zayed Road. Richmind, a curated premium developer, has made a striking entrance into the UAE market with two billboards on Sheikh Zayed Road and Hessa Street.
The billboard campaign went live on 19 February, in a strategic effort to add to the anticipation surrounding Richmind’s brand launch in the market this year.
Ditching the traditional real estate playbook, the developer has introduced a stunning concept, with the hero of the design being an original sketch by the world-renowned Zaha Hadid Architects.
Richmind decided to take the disruptive route, avoiding the glossy renders, skyline imagery and direct sales messaging that real-estate marketing in the region often opt for. Instead, to turn heads in Dubai, the billboards focus on conceptual art supported by copy that hopes to start conversations.
“Originality seems to be becoming less original by the day, and conforming to current trends is encouraged. It’s understandable—relying on a tried-and-tested formula feels like the safe bet. But there’s immense value in original ideas, even if they seem risky at first,” said Hamza Bukhari, Marketing Director, Richmind.
He explained that within the real estate industry, marketing should take bold, creative risks and argued the case for nurturing rare ideas that challenge the status quo, instead of dismissing them.
“For this billboard design, we felt the most obvious thing to do is let the artists who breathe life into our products shine. They are true masters of their craft so it would be a disservice to ourselves not to put that front and centre,” he said.
The campaign aims to recognise and celebrate originality from all facets of the real estate industry, be it from an architect or a consulting partner.
“We truly want to live our brand values, not just have them on paper. I’m convinced our audience will understand what our ethos stands for and you’ll see more of that reflected in our work in the near future,” Bukhari said.
Credits:
Client – Richmind
Marketing Director- Hamza Bukhari
Agency Partner for PR & Brand – PIXL Global
