Sell apartments not talks
City XXI Development is one of the few Russian developers awarded a top AAA rating. Instead of making empty promises, we focus on what truly matters — building high-quality apartments and delivering real results.
About the project
BACKGROUND
Over the past decade, the real estate market has damaged its own credibility — with stories of defrauded investors, halted construction projects, and bankrupt developers. Today, buying an apartment in an unfinished building feels more like a gamble than a smart investment. Despite grand promises from developers, the reality often falls far short of expectations.
IDEA
The message of the OOH & Print campaign is clear at first glance. One speech bubble is empty — representing hollow promises — while the other contains a detailed apartment floor plan. This striking contrast emphasizes the difference between empty talk and real results. In a Russian real estate market often marked by broken promises and unreliable practices, the campaign highlights what sets a trusted developer apart: delivering exactly what customers need..
Red Dot Award
Print campaigns: Winner