Dubai Parks' Riverland Hoarding Transforms Your Commute into a Menu of Activities to Do
What Dubai Parks and Resorts is doing here, in this large format for The World of Riverland, is remarkably literal. This entertainment ad for the destination does not attempt to convince the viewer of anything, following up on their previous campaign.
The execution for The World of Riverland happens like a physical menu right across the road. Karting. Immersive experiences. Shooting galleries. Escape rooms. Every single one of them gets their own frame, their own visual language, their own raison d’être. There's nothing mixed together. They are not selling you the day. They are showing you all the options, with 42 different ways to dine and have fun, from an indoor play park to even axe throwing and archery.
The hoarding flaunts a refusal to cohere, and that decision feels deliberate. Every part of it looks different, since every experience is different. The busyness reflects how people actually go about organizing entertainment for themselves in Dubai, based on mood and personal preference. Riverland markets itself as a solution to all disputes, like needing something new, something immersive, or a fast-paced activity.
What's smart about this is that there's no pressure. It’s just the confidence of ‘Everything is here. Pick what you want.’ This campaign understands that utility is very persuasive, and especially so because they’re meeting people at a point of ‘What am I going to do next?’
Located along a busy highway, the hoarding reaches the target audience at a point where the decision on what's fun or exciting is made casually and in a group setting—with spouses on the weekends, car pool buddies on the way to work, school in the morning, or evening commutes.
The campaign landed on Dubai’s hoardings in the fourth week of December.
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