BT Properties Turns UAE Highways into a Promise of WAADA
Rising along the UAE’s arterial roads with unmistakable authority, BT Properties’ new outdoor campaign doesn’t simply announce itself, it settles in.
“30 Years of Legacy” boldly declares its position on the side of the billboard, while at the center of the design, WAADA rests, its golden figurative “W” almost architectonic in shape and design. The word itself holds the same promise reflected in its naming — continuity and trust — rendered into something solid and lasting. This creative direction builds naturally on BT Properties’ previous OOH campaign for WAADA Dubai South, which relied on aerial perspectives to introduce the development through its real environment rather than conceptual drawings. Behind this design, the view of verdant surroundings and water unfolds almost silently — an aerial view of Dubai South, not as a future plan, but as its living, breathing entity. Together, the gold lettering and the natural surroundings subtly redefine the notion of luxury, shifting it from something extravagant to something deeply in sync.
The Arabic and English promising messages are placed alongside each other, given the same visual importance, and this is reflective of BT Properties' knowledge of their audience and their cultural environment. In a region where outdoor advertising often seeks to compete by numbers and light, the strategy chosen by BT Properties is to compete by presence instead. The black absorbs the surrounding noise of the city, and the gold shines so effectively under both sunlight and city lighting.
Juxtaposed with the ever-changing skyline of the UAE, the billboard is now part of the growth story of Dubai. The message doesn’t come with promises of speed or quick fixes, but with promises of time, experience, and legacy, all of which perfectly sync with what home buyers aspire towards. At the end of the day, this outdoor campaign works because it reminds the viewer of the true nature of a billboard: a moment in time.
The campaign took off on UAE’s hoarding billboards in the third week of December.
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