One of the oldest and largest real estate developers in Egypt, Hassan Allam (HAP) has built luxury developments all over the MENA region and was one of the pioneering companies in Egyptian real estate.To reposition HAP as one of the top Real Estate developers in Egypt, the main challenge to overcome was creating a vibe in a rapidly growing, highly competitive market, using a powerful ad campaign reflecting HAP fresh new brand image. To this end, Icon created the slogan ‘The Art of Living Well’ and developed a campaign concept along this context. The essence of the concept was to show that a good life means satisfying immaterial as well as material needs. The use of surreal, fantasy like imagery was employed to create an ad campaign that was tailored to each specific destination. This reflected Hassan Allam’s ability to provide good, living environments that satisfied any needs.