The Burj Dubai, now the Burj Khalifa, was projected to be the tallest building in the world.
The developers were unimpressed with most property advertising, which usually amounted to a stylish picture of the building, shot stylishly to look stylish.
We sold them the idea that this was more than just another building: it was a wonder of the world.
It’s rivals were not the towers of New York or Chicago, but the glaciers of the Antarctic, the mountains of the alps, and the sky itself.
All tied up with the line: History Rising.