INSITE OOH Media Platform

The UAE’s urban landscape has just been injected with a burst of crimson energy as KFC launches its latest outdoor advertising campaign for the highly anticipated Arabi Burger.

The new billboards dominate the visual landscape and represent a lesson in minimalist, but highly effective, graphic design, employing a black background to make the trademark red and white colors literally salivate before our eyes. The design itself is clean, free of extraneous elements that might distract from the primary focus, which is the product’s sensual attributes. Four different variations of the burger are arranged horizontally, thereby elevating the ordinary fast food commercial to an artful depiction of textures, ranging from the shiny brioche buns to the craggy golden ridges of the renowned fried chicken.

What sets this campaign apart is the creative choice of iconography that resonates well with the target demographic. The price point is announced through an intricate and fiery red sun-shaped seal, with a large white 7 AED noted inside. It's not only the price of the new sandwich, but rather a symbol that holds the whole design together. 

The power of these billboards comes from their drive-by readability in which the essence of the message—that is, variety and value, are conveyed in under two seconds. Through the use of concise text and hyper-realistic images, KFC appeals to the primitive desire of the commuter who moves through the vibrant veins of Dubai and Abu Dhabi. With a color scheme featuring highly contrasting colors, these billboards ensure visibility during the daytime under the glaring sun of the desert, as well as in the evenings with the artificial lights of the night sky.

The new campaign took off on UAE’s Uni-Pole, Mega Com and Lamppost billboards in the fourth week of April.