INSITE OOH Media Platform

On a new unique outdoor feature, Noon transforms UAE highways into a public thank-you note, using towering billboards to celebrate the people who keep the country moving every day.

Against the backdrop of speeding traffic and desert landscapes, the billboard appears almost like a monochrome gallery of portraits. Three delivery riders stand shoulder-to-shoulder with each other, captured in stark black and white. Their faces appear serene, with an air of seriousness that is almost cinematic. The use of monochrome helps to heighten focus on their faces, transforming them from ordinary workers to icons of strength and resilience.

At the center of the image, Noon’s unmistakable yellow logo appears with great intensity, standing out against the otherwise dull background like a ray of light. It is this same yellow that is used to highlight the words ‘THANK YOU, HEROES.’ It is not just a matter of aesthetic appeal but strategic placement as well. The use of a signature color ensures that even at speeds of over 100 km/h, drivers would be able to immediately identify the message. 

The message itself is simple but powerful: “Thank you, heroes. Ramadan Kareem.” On the flip side of the billboard is its Arabic translation, reinforcing the message and its gratitude in multiple languages and communities. Delivery riders, often seen only in transit on Emirati roads, are placed front and center. Their uniforms may bear subtle branding but represent something more profound: the invisible workforce of the convenient world. By making its own delivery riders the heroes of its story, Noon’s billboard eschews the world of business and commerce for one of recognition and gratitude.

The new campaign took off on the UAE’s unipoles, lampposts, and hoarding billboards in the first week of March