INSITE OOH Media Platform

LEOS Developments’ newest outdoor campaign cuts through the UAE’s advertising clutter with a single, future-facing statement.

On the main city routes of the UAE, the latest outdoor promotional campaign from LEOS Developments manages to make a strong impact, further enhanced with the presence of the renowned footballer Rio Ferdinand. Rather than relying on strong claims or images, this is a billboard that manages to introduce the green living community powered with AI in a manner that is calm but compelling.

Rio Ferdinand’s presence feels purposeful rather than performative. He isn’t positioned as a celebrity grabbing attention, but as a symbol of global stature and credibility. By appearing alongside the futuristic development, he lends it a sense of international recognition and quiet endorsement, where trust is implied through association rather than loudly declared.

The slogan “An AI-Powered Green Living Community” is similarly and equally displayed and acknowledged in Arabic, and this is a clear demonstration of LEOS’s awareness of the audience and the country’s diversity. LEOS’s choice of the color scheme is another notable visual aspect, and the deep blues and greys utilized are not only easy on the eye, but they also associate with technology, peace, and confidence, essential attributes of a real estate conglomerate.

With Rio Ferdinand featured on the advertisement, it turns the brief roadside interaction into a consideration of what intelligent living in the UAE will look like in the future.

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