You don’t need to scroll to know something big is happening—just look up. From Sheikh Zayed Road to key digital screens across the city, Tamer Hosny and Al Shami have landed on Dubai’s skyline with a new OOH campaign by Dubai Calendar teasing their joint performance at Coca-Cola Arena on May 31. After Dubai Calendar’s last OOH campaign, the entertainment campaign marks a moment of synergy between two generations of Arabic pop—Tamer, a mainstay of regional fame, and Al Shami, the mellow-voiced collaborator who’s been racking up streams and softening hearts. Their upcoming show isn’t just a concert—it’s a cultural bookmark. And Dubai’s out-of-home scene is treating it like one. The ad tracks their recent collabs that lit up streaming platforms—and now it's clear the duo is going to do the same in real-time with their hit new single ‘Malekat Gamal Al Koon’. The aesthetic is clean but sharp: a portrait of the pair over a black, moody backdrop that maintains the focus squarely on the artists and nothing but the artists. Tamer Hosny stands with his signature confident grin, Al Shami with his easy cool look—a visual cue that this show is all about vibe, charm, and rapport rather than melodramatic theatrics. The copy is basic and to the point: Tamer Hosny & Al Shami – 31 May – Coca-Cola Arena, Dubai, followed by a call to get tickets via Coca-Cola Arena or LiveNation. No fill, no hashtags, no overdesigning—just name power and simplicity. And when you are dealing with two names who sell out arenas, that's all you need. And what's equally smart is the bilingual approach. The Arabic version replicates the English layout, assuring cultural and linguistic accessibility in a city as multicultural as Dubai. It addresses an audience that transcends borders—from die-hard fans of Egyptian pop music to new converts who've just discovered Al Shami through viral duets and social media. Positioned strategically along the busiest roads of Dubai, the campaign doesn't merely seek out visibility—it also guarantees memorability. The screen on Sheikh Zayed Road is especially effective, greeting commuters in heavy traffic during rush hours with high-definition clarity and stark presence. It's an ad that's not easily overlooked yet doesn't beg for notice. It has the tranquil confidence of anticipating the audience will care. By tapping into high-footfall areas and mixing both traditional and digital billboard formats, the campaign aligns with Dubai’s fast-paced, spectacle-friendly vibe. It also speaks to a broader trend in regional OOH advertising: a shift toward minimalism with muscle. In the second week of May, the campaign slammed onto Dubai’s digital billboards with the force of a headlining act demanding everyone’s attention.
