INSITE OOH Media Platform

A unique visual interruption hit the UAE's urban landscape with Emirates Islamic's innovative outdoor campaign announcing the Amazon Credit Card. The billboard runs across major highways, demanding instant attention not just because of the bold and high-contrast design of the ad but also due to the smart use of protruding die-cut elements breaking out of its traditional rectangular frame.

This creative concept elevates the campaign from a static ad to an active moment of engagement, prompting passing motorists to look twice. At first glance, the deep gradient of purple sweeps across the billboard like a spotlight, drawing the eye toward the hero visual, a smiling model holding up the Amazon-branded credit card. The clever twist lies in the cut-out design, wherein his upper body and the card itself seem to extend beyond the billboard's frame, thereby giving the illusion of presence, motion, and dimension. This die-cut technique is not just for aesthetics; it gives character to the communication and visually flags that this is not just another financial product but something new, energetic, and worth noticing.

The left anchors the campaign with Emirates Islamic's identity; the reassurance of a trusted local bank is conveyed. The right mirrors this with the branding of amazon.ae, creating a clean balance in the visual and immediately conveying the partnership. Between them, the center hosts the clear message of "Meet the Amazon Credit Card." Just below, in a compact strip highlighted, is the promise: "Rewards of up to 6% back and a welcome bonus of up to AED 750". This ensures that the incentives are there without cluttering the overall design.

The beauty of the campaign lies in how the brand manages to combine simplicity with creativity. The readability of the billboard is assured at high speeds, but not one detail is superfluous. The protruding figure breaks the monotony of extended stretches of highway immediately, while the color palette stands out against the daylight.

By marrying a new creative execution with clear, benefit-driven messaging, Emirates Islamic manages to make the Amazon Credit Card feel relevant, modern, and aspirational. 

The creative concept campaign took off on UAE’s bridge billboards in the fourth week of November.