The City Turns Up the Volume as DJ Disco Misr and Bader Alshuaibi Take Over UAE's Skyline
As December winds down, Dubai Shopping Festival turns the city into its opening act this New Years.
Before the music kicks in, MYDSF prepares you for the sound. Towering above the roads, the latest outdoor promotion introducing DJ Disco Misr and Bader Alshuaibi to DSF Nights is more than an ad for an event, it broadcasts an atmosphere. Under the open UAE sky, the billboard serves as a stage by itself, announcing what is to come this New Year’s.
The visual language of the billboard establishes the mood right from the start. Midnight colours are predominant in the background to signify nightfall and the excitement of the city that awakens as the night arrives. Hues of light behind the artists faintly suggest fireworks lights shining on water, an ode to the legendary fireworks of Dubai and the location of Festival Bay on the waterbody. The cityscape hasn’t been explicitly portrayed but has instead influenced the design by echoing back in the forms of light, reflections, and the urban sheen that lights the design up.
The very front and center position of DJs Disco Misr and Bader Alshuaibi makes them impossible to ignore. The positioning of these two DJs brings together two music identities in one. The distinct figures of Disco Misr represent a certain sense of nostalgia and communal happiness, while Bader Alshuaibi represents the current regional stardom. Altogether, these two embody what DSF Nights has to offer.
“DSF Nights” is noted in very bold typography that embeds this campaign within the broader universe of Dubai Shopping Festival, while “New Year’s Eve” communicates as if it’s a countdown. The billboard communicates the date, location, and call-to-action very cleanly so that the eye can transition from the sense of excitement to the need to know very effortlessly.
The branding of MYDSF’s website ties it all in to bring the whole journey full circle between the physical realm of the city to the cyber realm to find out more.
The campaign took off on UAE’s digital screens in the fourth week of December.
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