Page 175 - SOBHA REALTY PR REPORT - SEPTEMBER 2024

Sobha Realty, Arsenal Women campaign for female

education

Anup Oommen
The Sobha Realty-Arsenal campaign highlights the need to 'lay the foundations' for female
empowerment, break down gender barriers, and promote shared values of inclusion, equality,
and social responsibility.

Real estate developer Sobha Realty, in partnership with Arsenal Women, has recently released its
Corporate Social Responsibility (CSR) brand campaign, highlighting their focus on empowering
women and girls by offering access to opportunities, raising awareness about the need for female
education, and promoting their shared values of inclusion, equality, and social responsibility.

The film, produced by Bullion Productions, and directed by James Willis, under the strategic
oversight of creative agency AKQA, which designed the overall concept of the campaign, aimed to
demonstrate that it is imperative to lay a solid foundation for the future, build legacies, and nurture
tomorrow’s leaders. As the DOP, Arthur Loveday led the visual storytelling with a focus on
authenticity and emotional connection.

The campaign intended to offer an inspiring glimpse into the dreams and ambitions of the next
generation of young women, illustrating how they can be empowered through opportunity and
accessibility.
In conversation with Campaign Middle East, Ashish Parakh, the Chief Marketing Officer of Sobha
Realty, opened up about the strategy behind the campaign, and how it was rolled out.

“With a focus on storytelling through film, ‘The Foundation’ film was crafted to emotionally connect
with audiences, showcasing real-life stories of young women who have benefited from Sobha
Realty’s initiatives. The digital and social media campaign ran across Sobha Realty’s and Arsenal’s
digital platforms, with joint and collaborative messaging from both Sobha Realty and Arsenal FC,
emphasising their shared commitment to equality and empowerment through various digital
platforms,” Parakh said.

https://campaignme.com/sobha-realty-arsenal-women-campaign-for-female-education/