LIFEWTR has been correlated to creativity and supporting the work of new artists since it launched in the USA in 2017. This time, PepsiCo has spiced up the billboards of Dubai with an astonishing OOH advertising campaign to launch LIFEWTR's theme Art Beyond Borders, displaying inspirational designs of 3 promising artists on water bottle packaging. LIFEWTR is a premium hydration with PH-balanced purified water, filled with flavoured electrolytes and with low sodium. The billboards feature the works of two contemporary Arab artists, with their names under each piece of art. Athier and Basmah Felemban are influenced by various cultures, exemplifying the power of art, manifested in their inspirational artworks. For instance, the Saudi artist “Basmah Felemban” integrates the planetary movement, science, poetry, and Islamic astrology on her LIFEWTR label. Whereas, the Iraqi artist, Athier is impacted by cubism, architecture, fascination for Arabic texts, and Iraqi movements, utilizing vibrant colors, so his LIFEWTR label is inspired by the Tigris and Bosporus to the Thames and Seine rivers. In addition, the third LIFEWTR label will be released in celebration of Expo Dubai 2020 this year and the third label is designed by the Emirati artist Ebtisam Abdulaziz. The premium filtered water brand's campaign aims to mentor talents and offer them a grant for growth opportunities and development of their careers. Meanwhile, presenting a premium bottled water with PH- balanced and pure taste with authentic purpose to allow Emirati to quench their thirst both physically and emotionally. The ad copy also touted this movement as “A Canvas For Artists”. This new campaign has shown up in the third week of June for the first time with limited locations on Digital Screens in Dubai