INSITE OOH Media Platform

Commanding highways across the UAE, Emirates NBD’s new outdoor campaign turns a routine salary transfer offer into a bold emotional statement, brought to life through a bold, supersized 6%.

Deployed across premium billboard placements, the Emirates NBD campaign immediately captures the audience’s attention through its sheer scale and simplicity of message. A couple sits comfortably on a sofa, each hugging plush, oversized numerals “5% & "6%." The interest rate is no longer a statistic hidden in small print; now, it is tactile, soft, and secure. Subtly building on the momentum of its previous appearance under the headline Following the Thrill, the brand continues to evolve its narrative, this time turning excitement into something you can quite literally hold onto.

The creative approach is striking in the way it reimagines financial growth as something tangible; something you can hold, hug, and trust. It redefines this promise of higher returns in a way that makes "more" almost personal, almost physical, rather than purely numerical. 

In Arabic, it speaks directly to ambition and upward momentum, tapping into the cultural language of progress and prosperity. In English, "Transfer your salary, embrace higher earnings up to 6% p.a." uses the same sentiment in the word "embrace," which fits perfectly with the visual metaphor.  The repetition of this single word across languages creates a refined harmony between copy and imagery, ensuring the concept feels cohesive, intentional, and emotionally resonant.

Every detail enhances the narrative. The warm, neutral living room setting conveys stability and everyday comfort, positioning the bank within the intimate space of home rather than the formal walls of a branch. The styling too, traditional attire paired with modern elegance, reflecting the UAE’s cultural duality, subtly broadening appeal. Meanwhile, the dominance of the deep blue brand panel grounds the warmth with authority and trust.

The campaign took off on UAE’s hoarding billboards in the fourth week of February.