INSITE OOH Media Platform

Ounass’s latest billboard campaign in the UAE doesn’t just advertise fashion, it advertises time, and it does so with striking precision.

The billboards that adorn Dubai's roadsides are expansive and seamless, featuring hues of dark, celestial black that denote luxury. The focal point of the design is the model, who lays in a serene posture, wearing an outfit of elegant red. Her presence contrasts against the ever-moving cars beneath, signifying how quick Ounass is compared to even the bustling streets of Dubai. The claim of "2-hour delivery in Dubai" encapsulates the essence of the brand, which prides itself on providing speedy delivery services within the UAE.

These billboards have been designed in such a way that they appear minimalist and do not overcrowd the viewer. On either side of the billboard is the brand name, written in English and Arabic, respectively. The typography of the brand name has also been used in such a way that it complements the design and highlights the convenience of the brand's service.

The genius of this ad campaign is the contrast in its messaging. Luxury has always had something to do with anticipation; that is, with having to wait. Not Ounass. The luxury brand positions itself as luxury with immediacy by juxtaposing stunning pictures of fashion wear with the brand’s promise of lightning-fast delivery services.

Given the nature of life in Dubai, where everything happens instantly, this message hits hard. Rather than screaming at the consumer, the billboards make a statement “What started out as a practical offer has become a luxury in itself.” 

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