Oasis by Adnoc in its New Look Offers On-the-Go Gourmet on the UAE's Billboards
After unveiling its redesigned logo, Oasis by ADNOC has taken over billboards to reinforce its new identity as the ultimate “On-the-Go Gourmet.” After their last OOH appearance, this OOH communication successfully communicates the brand's step up to premium and elevated foodservice experiences with striking visuals and prized geographical placement to captivate the eyes of Dubai's most selective commuters on-the-go.
The color palette uses a clean, high-contrast mixture of crisp whites and deep navy tones to make sure the product is the centerpiece and is complemented with the vibrant, natural colors of the food itself, such as the golden crust of a pepperoni pizza. Visually, it relies heavily on macro-photography and stylized hero shots that feature its premium ingredients and happy customers. This sophisticated and magazine-quality approach is designed to elevate the perception of "on-the-go" food to "on-the-gourmet." Furthermore, typography is bold, modern, and easily readable from a distance, using minimal text for maximum comprehension for passing traffic, making the new 'On-the-Gourmet' message instantly clear and actionable.
The format of hoarding provides an ideal canvas for high-impact, appetite-inducing visuals, crucial for any food & beverage campaign, adding “Savor in 1km” and making the hoarding positioning in Dubai ideal. At the center of the creative strategy lies the potent showcase of quality and freshness that has gone into the new Oasis On-the-Gourmet menu, representing a leap from the traditional convenience store fare.
Most importantly, the campaign constitutes a major touchpoint for communicating the refreshed 'Oasis by ADNOC' brand identity, modernizing the look yet paying homage to its Emirati heritage, clearly featuring the new concept name. Moreover, this digital screen enables dynamic, time-specific content, while the hoarding is huge in size, allowing viewability during high-speed travel.
The advertisement hit Dubai’s hoardings and digital screens in the second week of November.
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