INSITE OOH Media Platform

The Lenovo billboard in Dubai itself appears as if it was meant for action. Stretching along the highway in a dark burgundy hue, the visual itself exudes a sense of seriousness and a consequent professional stature; colors that not only suggest the brand itself but also position the end use of the technology in a specific direction. 

Following their last OOH appearance in the UAE, Lenovo red stands in stark contrast to this, followed by the FIFA partnership badge. However, it is the die-cut display that is central to the execution. Rather than being used for a typical product shot, the ThinkBook Plus Gen 6 is displayed in a manner which makes it seem as if the screen is being projected from the billboard and the product is rolling up, almost as if it were a demonstration of the rollable display of the product. It is one of the few instances where the medium is the message, and the billboard structure is the explainer before the words.

The consumer electronics message is concise and to the point: “Never miss a match.” It regards both productivity and live performance, linking the use of the AI system to significant events that take place in real time. The product name and slogan, “The World’s First Rollable AI PC,” are balanced to be given sufficient space, and bilingualism helps to ensure clarity without cluttering the design.

Visually, there is a good sense of hierarchy here. All of brand, partnership, product, and benefit are represented well, with none of them fighting for attention. The presence of the FIFA crest lends legitimacy, while the Intel Core Ultra 7 Logo is a clear statement of performance, and this black and ruby gradient is smooth rather than boastful.

From the perspective of placement, the hoarding in long format suits the storytelling. Drivers encounter the product gradually, first through brand recognition, then feature, then function; a sequence that mirrors how the device itself unfolds.

This campaign, as an OOH execution, goes beyond visibility. It converts a very complex technological feature into a physical experience by using scale, structure, and color to communicate innovation in a way that feels intuitive, memorable, and distinctly Lenovo.

Lenovo’s ad landed on Dubai’s hoardings in the second week of January in a creative concept campaign that switched the game around.