INSITE OOH Media Platform

Just there, suspended against a bleached-out sky, a digital uni-pole rises above the low sprawl of Dubai's streets on a pale gold afternoon. And three women advance on it.

The location of Levi's most recent digital screen in Dubai seems purposeful and is interwoven with regional dialect. The image is straightforward: three women strolling alongside one another through an alleyway that mimics the rough walls of an old neighbourhood; facades with a sand colour, wooden doors. A woman wearing a delicate pink hijab layered in denim sits in the center of a scene that subtly pays homage to heritage without becoming overly corny. The campaign transitions from a global template to regional fluency at this point, similar to their last OOH appearance in the UAE.

It would have been easy for Levi's to import a Western image and place Arabic text underneath it, but they recalibrate instead. Casting is important. Style counts. Body language is crucial. The women's modest yet contemporary attire seems to fit in with the social rhythm of the United Arab Emirates; denim with wide legs, long sleeves. The important distinction here is that the silhouettes breathe, perfectly suited for the holy month of Ramadan, as well.

Because international fashion wear brands must balance being aspirational and culturally sensitive in a market like the UAE, especially Dubai. You alienate people if you're too Western. You dilute brand DNA if you are overly conservative. Levi's decides on integration as a third option.

It doesn't feel like tokenism to include a hijabi woman. She is not positioned on the outskirts. She is the focal point, giggling, moving forward, equal. Instead of suggesting exception, the visual language conveys a sense of belonging.

Then there is the Arabic version, which cleverly plays on words, "Your moda based on your mood." It reads clear and rhythmic at first glance. However, the phrase "your fashion on your mood" is a clever wordplay. The cadence produced by the repetition of sound between moda (fashion) and mood is informal, bordering on conversational. Without changing the brand, it localises it. "Fit For Life" is not exactly translated as this. Reinterpretation is what it is. And that's where the campaign gains traction.

"Fit For Life" in English alludes to durability—long-lasting, adaptable denim. The phrase changes to something more sentimental in Arabic. It comes down to alignment, about how one's inner state is reflected in their clothing. 

The digital screens and uni-poles address the commuter who is stuck in traffic. The young professional is travelling to Jumeirah by car. The college student is navigating between red lights. Third-culture residents who live in translation include Emiratis, expats, and others. The composition has a strategic element as well.

The women are approaching us. Not static, not posed. Progress is implied by movement. They are arriving; they are not being observed, and that's the subdued thesis here.

The campaign hit Dubai’s digital screens and uni-poles in the second week of February.