Play It Like Pep: How Emirates NBD Turned UAE’s Billboards Into a Winning Stadium Moment
Emirates NBD has taken over the UAE's outdoor scene with a campaign that is nothing short of immediately commanding attention, featuring a striking invitation to "Play It Like Pep." The new billboards marry the star power of a globally recognized football icon with the clarity of a strong, reward-driven message in a manner that is riveting and usually unseen among the city's typically dense advertising landscape.
The layout of the billboard is deliberate and well-balanced. On the left side, an English headline "Apply. Spend. Score. Meet Pep in Manchester." in crisp white lettering against a dark, gradient background gives clear urgency to the message. The short, rhythmic phrasing echoes the language of sports commentary, reinforcing the partnership with a football figure “Pep Guardiola” without cluttering the frame. To the right is the Arabic version, mirroring this structure to provide immediate dual-language accessibility, ensuring the campaign speaks fluently to both local and expatriate audiences.
Right at the center of the composition is the bold blue wedge, slicing through and containing within it repeated text in oversized, semi-transparent typography that says "PLAY IT LIKE PEP". This creates a chanting energy similar to that of a stadium crowd, amplifying the momentum of the concept. Standing confidently within this field of blue is Pep himself-deliberately styled in minimal clothing, almost monochrome, which enables his face and posture to hold the viewer's attention without distraction. The calm expression set against this kinetic background creates a fascinating tension that begs the audience to stop long enough to take in the offer of the campaign.
Branding elements are placed with precision. The Emirates NBD and Visa logos sit at either end of the billboard, creating bookends that anchor the design and frame the core messaging. Their positioning subtly communicates the importance of the partnership without overpowering the emotional pull of Pep's presence.
Effectiveness comes not only from aesthetics but from the billboard's ability to translate the message with precision. The campaign promises an action-based reward, where viewers apply, spend, and win a chance to meet a world-famous coach in Manchester, and the billboard communicates that in seconds.
The visuals took off upon the UAE’s digital screens and hoarding billboards in the second week of November.
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