With opportunities for major commercial property investment now extremely rare in London, ABP’s proposal for a £1.8bn new business district – bringing together local, international and specifically Asian companies – would be a unique and exciting proposition. The client’s challenge was to create an identity and an excitement that would do justice to a project of this magnitude. And it was at this point we knew our team could meet this challenge head on, and win.

Our approach would need to be different; we wanted to be the antidote to the ‘off-the-shelf’ style of some of the traditional commercial property agencies. So we researched Asian business and lifestyle characteristics and arrived at a unique solution; a film script that would culminate in a simple but powerful graphic device comparing the River Thames – London’s ‘lifeblood’ – to the pulsing trace on an ECG display screen. “London is getting a new business heart” closed the film and became the driving expression for a distinctive and passionate campaign, targeting both international and domestic corporate markets.

For the launch, we produced – to extremely tight deadlines – a microsite, exhibition graphics and a ‘teaser’ film that would send a dramatic heartbeat sound design thumping through the captivated audience.

At the project launch, there was great enthusiasm from the roomful of major investors, international business figures and financial movers and shakers. These serious suits stood, applauded and even cheered the teaser film. And it was our striking campaign images and headlines that had them up on their feet. Interest was kindled, partnerships were conceived, and ABP Royal Albert Dock is now firmly on the map as London’s newest business district.