INSITE OOH Media Platform

CHIC turns a simple father-and-son moment into one of the UAE’s most quietly powerful billboards.

The new outdoor campaign unfolds like a paused moment from everyday life, rendered with elegance and restraint. Against a calm, airy backdrop, a father and son stand connected not by spectacle but by a shared gesture, choosing footwear together. It's an image that feels lived-in, intimate, and deeply regional, instantly cutting through the visual noise of outdoor advertising.

The composition is disarmingly simple, dressed in crisp white kanduras, the pair embody cultural authenticity without leaning into cliché. Their focus is not the viewer, but each other and the product in hand.  

Other ad spaces feature elegant shots of women’s leather bags. All visuals are accompanied by the CHIC logo, while the Arabic line announcing the store's opening at City Centre Ajman grounds the message in immediacy and relevance. There is no clutter, no competing calls to action, just one clear takeaway delivered with poise. In a region where family, heritage, and continuity mean so much, CHIC speaks to values, not price points. This billboard doesn't just sell accessories, it sells trust, tradition, and shared taste across generations. 

The new campaign took off on the UAE’s uni-pole billboards in the second week of January.