Meraas’ newest campaign is one of the most attention-grabbing, artistic campaigns in the real estate industry in the second quarter of 2023. The developer decided to collaborate with the Los Angeles-based artist Steven Harrington to present the creative life at the Dubai Design District (d3). The reason why behind this tactic is, Real estate developers collaborate with artists for a variety of reasons. These include enhancing the aesthetic appeal of the property, creating a sense of community, differentiating the property from competitors, adding value to the property, and supporting local artists. By working with artists, real estate professionals can add unique and visually appealing elements to their properties, create a sense of community and local pride, and increase the value and marketability of their properties. Additionally, collaborating with local artists can be a way to support the local arts community and give back to the neighborhood. The previous campaign was also talking about this collaboration which indicates how this campaign is major that lasted for 1 month on the OOH landscape including hoarding and digital screens. The 3D show the campaign used on the JBR screen helped the objective of the campaign, as its main goal was to send a message to the audience on how this project is mainly created for all the creatives out there. The campaign's artwork was including the artist's famous drawings along with pastel colors that help with the sophistication of the brand. The geo-distribution was strategic as the real estate developer decided to choose highways for hoardings along with a busy spot like Jumeirah Beach Residence to grab the attention of passersby whether they are pedestrians or car-riders.
