The annual fitness festival, Dubai Fitness Challenge (DFC), has soared on Dubai's OOH Scene to invite onlookers to complete 30 minutes of activity every day for 30 days. This new campaign drew attention on Dubai's billboards after its latest campaign in November 2020. His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of the Dubai Executive Board, were the first to launch the Dubai Fitness Challenge in 2017. The ad copy encourages individuals across the city to undergo a continuous 30-minute activity per day for 30 days, offering participants diverse physical and virtual exercises and wellness opportunities that have never been seen before. The visuals feature individuals undertaking physical exercises, appearing on a fused blue and green background, identical to the visuals of the previous campaign. The advertiser uses a pep talk that says, Take The Challenge, adding the phrase register now on DUBAIFITNESSCHALLENGE.COM. On the other hand, the challenge is running from “29 October to 27 November”, revealing the organizers, partners, social media platforms, and all the essential needed information at the bottom space of the background. Furthermore, the ad copy bilingually highlights the question What's your 30?, to create excitement and enthusiasm for the onlookers. This new campaign popped up in the second week of October in limited locations on Digital Screens in Dubai.
