INSITE OOH Media Platform

Union Properties is reclaiming attention on Dubai's highways with a billboard campaign which emanates  confidence, clarity, and luxury. The real estate advertiser is highlighting their premium real estate brand Mirdad, and the billboard ad delivers a crisp visual language that adds master planning with emotional appeal.

On the billboards, the left side dominates with the UP branding shouldering, in bold and corporate assertion, which is immediately recognizable as Union Properties logos. The logo is anchored by a straightforward sales CTA, 800 UP SALE, and a less-is-more monochrome layout, setting the tenor for a serious developer brand ready to lead. The magic, however, unfolds as your eyes cross onto the right, where Mirdad's logo and tagline get into the warm, human side of this campaign: Where The Heart Belongs.

The center of the hoarding visually becomes the emotional core of the rollout: it s a photorealistic render of the Mirdad towers rising from lush gardens and intentionally-sculpted infrastructure. The architecture says vertical elegance, whilst the landscape design hints at tranquility and lifestyle comfort. It s a cocktail of aspiration and serenity sans fluff.

The immersive interior shots add depth to the far-right section of the billboards. Modern, airy living rooms spill onto green terraces to suggest not so much what the units look like, but rather how they feel. It is a smart balance of external grandeur and intimate livability.

The location alone and the fact that it was placed in high-traffic zones of Sheikh Zayed Road, near key development corridors, is indicative of prestige. The size and perfect symmetry of the hoardings make them impossible to ignore, be it while driving by or glancing up during one's daily commute to work or errands. This ad was released in the first week of November through hoardings and digital screens.