INSITE OOH Media Platform

As the desert flourishes and offers generously, Liwa International Festival, the entertainment hub established within Abu Dhabi's Al Dhafra region, opens its grand stage throughout Dubai’s D/OOH for unforgettable winter experiences, which are a rich blend of Emirati traditions, family-friendly activities, and modern entertainment at the Village.

This year, the event will take place from December 12, 2025, to January 3, 2026, starting at 4 pm. In addition to visitors can immerse themselves in the UAE’s rich culture, shop at lively markets, and enjoy a lineup of exhilarating events, all against the backdrop of the stunning Moreeb dunes. The visuals show a family walking together in the desert, conveying Emirati identity, heritage, tradition, and the cultural roots of Liwa’s desert environment. The billboard also features bilingual taglines, the English one, “The Desert’s Grand Stage,” which positions the Liwa Festival as a big, immersive cultural event, and the Arabic tagline, “البر يعود و يجود” meaning “The desert returns and gives generously,” creating an emotional connection for locals familiar with desert life. 

The strategy is communicating that the desert season is back, and with it comes Liwa in its grandest, richest form, considering it as a place where culture, tradition, and family experiences come together on a massive stage. The campaign appeared across Dubai's busy roads in the first week of December.