INSITE OOH Media Platform

In the Atlantis, The Palm’s Aquaventure Lost World Aquarium campaign, this messaging beckons attention. Dubai’s digital screens theatricalize crossing the road, making OOH, a practical function, into a storytelling and entertainment one. 

The heart of this composition is a lone figure standing from behind, trident weapon in hand, confronting a radiant, circular water-filled realm. The fact that this scene is undoubtedly a fantasy one is subsumed by the non-fantasy reminder of where one actually is: Atlantis Aquaventure. 

Your attention is drawn first to the light blue portal, which is in high contrast with the darker edges of the design. Second, the silhouettes: scaled for human interest, turned away, receptive to projection. Only then is the text registered: "You're part of the legend now." The communication does not explain; it points.

The D/OOH campaign is designed to be centrally composed and symmetrical, adding to the theme of entering into something much bigger. The branding of Lost World Aquarium comes after the left side of the piece, with the call-to-action resting upon the right side of the piece, creating a left-to-right flow. 

Before you even leave the crossing point, it’s clear you've embraced the premise; you’re not merely visiting an aquarium; you’re about to enter an ocean-inspired adventure of 14 chambers, 65,000 marine creatures, 1,900 LED panels, immersive visuals, and immersive soundscapes. Rather than promoting tickets or attractions, it promotes access. 

Like their last OOH appearance, the tone is mythological and intriguing, boasting but not boasting loudly. It’s also spot-on for the overall Atlantis The Palm brand world, which is highly immersive and escapist. The moral that this D/OOH ad uses is world-building. The campaign is cognizant of the environment and also cognizant of attention spans. 

The campaign was introduced in the third week of December over Dubai’s digital screens.