INSITE OOH Media Platform

Against the clear blue UAE sky, Dubai Calendar’s latest outdoor campaign announces the Hero Dubai Desert Classic with the confidence befitting a world-class sporting event.

Visually, the design embraces structure and balance in the same way that the game does. The grid of photographs of international golfers in mid-swing, green grass, and historical elements of the course immediately roots the viewer in the aesthetic of the sport. Each photograph is carefully composed, giving the viewer a glimpse of the experience of the sport rather than trying to blow them away. 

The Arabic tagline, declaring it as a “legendary game and more,” grounds the creative on a confident note of cultural relevance. This speaks to locals on their terms, while at the same time reiterating the international importance of the occasion. The font is clean and readable even for short stops at a traffic light or while speeding by on the highway.

Color plays a critical role in the billboard's effectiveness. Earthy greens and warm neutrals echo the setting of the desert course, while the Hero Dubai Desert Classic logo cuts through as a sharp focal point that seamlessly ties sport, sponsor, and city together. The result is an execution out-of-home that feels premium but not distant, aspirational but not inaccessible. Dubai Calendar positions the tournament not just as an event, but as a chapter in Dubai’s ongoing story of world-class experiences, written boldly across its skyline.

The new campaign took off on the UAE’s digital screens in the second week of January.