The Department of Culture and Tourism Abu Dhabi launches an inspiring new outdoor awareness campaign, positioning the emirate as a thriving cultural hub. The campaign connects the diverse audiences of residents and tourists alike to the rich cultural heritage of the United Arab Emirates. Each billboard is adorned with stunning visuals that give glimpses into the cultural essence of Abu Dhabi, including visuals of artisan women who have dedicated their lives to the rich handmade arts, as well as sheikhs appreciatively enjoying the rich deserts. The real core of the campaign is the tagline Our Traditions, Our Roots, which strongly reflects the salience of cultural identity in shaping both the present and future of Abu Dhabi. The visuals are a feast not only to the eyes but also a celebration of just how traditional the emirate is and how it still tries to hold on to those traditions during this time of rapid modernization. To residents, the Abu Dhabi Culture campaign is a reminder of the values and tradition upon which Emirati culture is built. To tourists, it is an invitation to explore further the historical and artistic treasures of the region. These billboards turn heads across Dubai and Sharjah, reflecting the commitment of the emirate to celebrating its cultural heritage. The campaign took off on Digital Screens and hoarding billboards in the first week of January.