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With more than 16,500 shows performed around the world, Cats the Musical remains one of the most iconic theatrical productions ever staged.

After its first premiere in London’s West End on May 11, 1981, the show was performed nearly 9,000 times over 21 years in the West End and approximately 7,500 times on Broadway.

Cats is an award-winning stage musical by English composer and theatrical producer Andrew Lloyd Webber, adapted from Old Possum’s Book of Practical Cats (1939), a collection of poems for children written by Nobel Prize–winning poet and playwright T.S.Eliot.

This year, the show returned to the UAE following its performance at Dubai Opera House back in 2017. And what better way to announce the visit than with an OOH campaign?

Using its iconic poster — the famous yellow cat’s eyes on a black background, with dancers’ silhouettes positioned inside both eyes — the campaign aimed to trigger brand recall among those who had watched the show before, while imprinting the branding in new prospects’ minds.

The copy was straightforward, highlighting the show’s running dates and location. It was written in bright white typography to contrast with the black background, making it easier to digest for passing drivers.

The campaign was placed on a mega hoarding on Al Khail Road, where nearly 450,000 commuters pass every day — a very convenient choice for mass marketing.