To celebrate 50 years of the formation of the UAE Aldar, the nation’s leading real estate developer and manager were looking to create a campaign that built emotion and pride over the month leading up to National Day.

Collaborating with the Aldar marketing team and their lead agency, xler8AD founder Crispian Brown developed the “Always Prosper” campaign that celebrated the unique behaviours of the people of the UAE that drive them forward – the things that UAE citizens always do.

The campaign launched on Flag Day, with executions across all of Aldar’s digital assets including short films created specifically for Commemoration Day and National Day.

Client: Aldar

Lead agency: Seven Brands

Contributors: Boomtown Productions