Dubai: A campaign can introduce an idea. What happens next depends on how people respond to it. For PRYPCO Blocks ’ ‘Habba Habba’, the story is now moving beyond its unlikely cast of characters and into content from creators bringing their own personalities to the concept.

Since launching on 1 October, the campaign’s hero video has surpassed over 6.3 million views. Creators including Rashed Al Falasi, Ebrahim Almreasy, Dima and Chaza have filmed their own interpretations, extending a story that puts a playful question to audiences - what would it mean to own a Habba of Dubai?

Behind the humour is a practical proposition. Through PRYPCO Blocks, people can invest in a fraction of a Dubai property starting from just AED 500. ‘ Habba Habba’ gives that proposition a memorable identity, with enough room for others to tell the story in their own way.

“People kept asking us, ‘What is fractional ownership?’ That question is exactly why we created ‘Habba Habba’.…