INSITE OOH Media Platform

Dubai's streets just got a taste of Italy, not through aroma or flavor, but from this simple, heartfelt message lighting up its billboards. Pepe, the Italian trattoria that is opening soon, releases an emotionally resonant and sleek outdoor campaign featuring an introductory message to the brand with a lot of heart, polish, and a deeply rooted sense of place.

Immediately attention-grabbing, the design of the billboard uses a clean aesthetic, featuring a soft, light-toned background that lets its core elements breathe. At its center is a heart outline drawn with a sensitive hand that wraps around the word "Pepe," suggesting an authenticity and intimacy, homemade and characteristic of a true Italian trattoria. It is a thoughtful typography, blending modern clarity with handwritten emotion. In English, the phrase "Opening Soon. Italian Trattoria at The Address Beach Resort" addresses Dubai's international audience, while its Arabic translation on the other side does the same, balancing cultural sensitivity and access.

In a city where outdoor visuals are usually fighting for attention with color explosions and elaborate photography, Pepe's approach is almost poetic. All that white space and a minimalist palette allow the viewer to linger and absorb it all-the essence of a coming experience that is both raw yet polished. The heart logo is more than just a graphic; it is a symbol of warmth, hospitality, and love that Italians put into their food. It also translates universally, connecting emotionally without the need for many words. The campaign took off on UAE s hoarding billboards in the first week of November.