INSITE OOH Media Platform

Fendi has popped out a digital out-of-home ad on what is considered to be one of the most coveted roadside placements in Dubai, turning Sheikh Zayed Road into the backdrop of the Italian luxury brand. The fashion wear creative uses the concept of the single hero product, allowing the handbag to draw the viewer's attention due to its size and elegance.

After their previous OOH campaign, the ad appears in an architectural golden frame that fits into the modern look of the city as well as into the image of the House itself. The clean design makes the ad stand out against the cityscape and makes it easily visible for drivers who pass through one of the most frequented streets of the UAE.

Fendi features a hero image that is framed by theatrical drapes, reminding of the curtain opening up before a show. The creative highlights the handbag as the main focus of the composition, underlining the capability of the House to convey luxury in a subtle way.

Minimalism reigns in the branding as well, with nothing but the logo of FENDI to be seen anywhere – no headliners, no taglines, nothing to distract from the message delivered with the help of imagery. The Maison believes entirely in its brand identity and allows the product, color scheme and composition of the image to convey the message without any text.

Placed right where luxury brands fight for attention – in the very heart of Dubai – the campaign reaches an upscale demographic of residents, tourists and businessmen of the area. Combining the minimalistic visuals with one of the most iconic digital landmarks of the city, the campaign proves once again how impactful luxury fashion can be if subdued.

The campaign hit Dubai’s digital screens in the fourth week of June.