Prescott Paints a New Skyline as “The Caden” Takes Over Dubai's Billboards
As drivers rush through UAE's highways, Prescott freezes time with a billboard so serene it feels like stepping into another landscape.
Following Prescott’s last outdoor campaign in the UAE, their newest project, The Caden, isn’t presented like just any other billboard; instead, it acts like a view. The visuals extend across the road in one flowing, unbroken vista, and they lead viewers into The Caden through mood rather than message. Before they even take in the name, viewers are introduced to a wide vista of water, greenery, and architectural sculpture that feels more like a window than a billboard.
The billboard is like a slow breath out. Whereas the UAE highways are filled with quick cuts of commercial images, Prescott opts for serenity as its strongest point of differentiation. The design is expansive and cinematic, leading the viewer's eye across reflecting blue waterways, thick botanical levels, and finally to the reaching sky-piercing tower that holds the whole thing together. It is a deliberate visual journey, one aimed at inducing the calm that The Caden offers, a home that is “between the city and the silence.”
What is truly noteworthy about this campaign is its emotional clarity. There are no screaming headlines, no pushy sales copy, no obtrusive calls to action. The development is instead introduced as its most attractive resource, its untouched and harmonious environment.
The campaign took off on the UAE’s hoarding billboards in the third week of December.
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