INSITE OOH Media Platform

In the weeks leading up to Ramadan, Dubai’s roads begin to shift in tone. Billboards soften their messaging, colors deepen, and campaigns start to speak less in urgency and more in rhythm. Amazon’s latest out-of-home rollout slips neatly into that seasonal transition — not by reinventing the visual language of Ramadan, but by scaling it, confidently and everywhere.

Following their last OOH ad, this campaign is spread across Dubai in a variety of bright red formats: long horizontal billboards, massive vertical screens, and highway-dominating sites that are impossible to ignore. The e-commerce communication is simple; Ramadan Sale, Jan 27 – Feb 14. 

The familiarity of the mobile app campaign is what impresses the most. The crescent symbol, the custom typography, the Amazon logo—all set against a red background that is less aggressive than it would be at another point in the year. But red is what Ramadan is all about, and Amazon knows this. It’s a color that grounds, that says warmth, generosity, and celebration. Amazon knows this, and it doesn’t shy away from it.

There is also a deliberate retro quality to the scale of this campaign. At a time when Ramadan sales are largely a digital phenomenon, Amazon brings its sale back to the physical city. Highways, arterial roads, and areas where commuters are dense become an extension of the brand itself. The effect is less about persuasion and more about presence. You don’t need to persuade someone who is already an Amazon customer; you simply need to remind them, at the right time, that Ramadan is around the corner and the sale has begun. 

The bilingual executions of the executions themselves underscore that sense of inclusivity. The Arabic-led messages sit comfortably alongside their English counterparts, just as Ramadan sits comfortably across the city of Dubai. The campaign doesn’t try to localize by over-performing culture. It respects it by being legible, restrained, and well-timed.

The campaign landed on Dubai’s uni-poles, mega-coms, digital screens, and lampposts in the first week of February.