INSITE OOH Media Platform

Across the UAE’s highways, Fred Perry’s billboards don’t compete for attention; they command it. Following their prior appearance, the new branding campaign features a simple, calculated composition that has an almost editorial feel to it, taking an element of daily routine, such as the commute to work, and turning it into an opportunity for branding that is built upon confidence rather than clutter.

Initially, the billboards appear boldly understated. A split-screen design takes center stage, with a heavily illuminated profile of a model dressed in a polo shirt, courtesy of Fred Perry, on one side, and a prominent splash of characteristic lime green on the other. Embossed within the green zone is the laurel wreath, simple, direct, and strong in its familiarity. There is no room for confusion here, stating that this is Fred Perry, a brand with a definite identity.

The portraits carry the weight of the advertising effort, hosting the photographed models in a raw format, almost in a documentary manner. They do not pout or play up to the camera. They look relaxed, self-confident, and earthed, as if echoing the brand’s legacy associated with individuality and subculture.

Typography is minimal and deliberate, featuring Fred Perry’s logo proudly resting underneath the laurel wreath. 

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