INSITE OOH Media Platform

Sharaf DG’s latest outdoor campaign turns UAE’s highways into a cinematic announcement of the iPhone 17 Pro as the season’s main character.

With a dark night sky gradient, this billboard instantly immerses viewers in a festive story, with a crescent moon tastefully placed in the background, evoking a sense of familiarity with a regional pace of life, while the text “Light up the season” not only sells a product but also situates it in terms of celebration, time, and emotion. This is no ordinary product launch; this is a product launch as a cultural event.

The product, a large and glowing Phone 17 Pro, shines brightly in the foreground, with its sleek finish designed to catch the eye from a distance. The camera lenses are cleverly highlighted, further emphasizing the quality of the iphone, which in reality is a high-end device with camera capabilities to match. What makes this image work, however, is the unexpected addition of a cute, animated character peeking from behind the phone, which adds a level of warmth and personality to what could have otherwise been a very tech-centric campaign.

Then, of course, there is the right side of the billboard, where Sharaf DG brings the dream within reach. Simple, contrasting copy presents the idea of installment pricing of AED 196/Month across 24 months with 0% interest, making the idea of ownership feel attainable, not aspirational. Fantasy on one side, reality on the other; this is where the campaign really shines.

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