Lionel Messi glamourizes Dubai's major OOH arena being the official ambassador for RAKBANK and MasterCard's collaborative campaign "THE GAME CHANGER". RAKBANK's last appearance on UAE's OOH scene was during October of this year, when the brand was launching a companion App "Firefly". On the other hand, MasterCard's prior score on Dubai's billboards was also during October, when the brand was pinning its involvement in Expo 2020 Dubai using the main tagline "Priceless". RAKBANK and MasterCard have currently partnered up, launching a significant and attractive OOH campaign featuring Football Superstar Lionel Messi. 

"THE GAME CHANGER" campaign portrays Messi in the middle of the billboard, holding one of RAKBANK and MasterCard's collaborative financial cards; the black world elite card, while the football star points at the card. The OOH campaign also demonstrates the different categories of cards including; the red and silver titanium cards, the ruby red elite card, and the black world elite card. The OOH campaign also uses the main ad copy "The choice of the official Mastercard ambassador", highlighting that this service provides "Better Miles", "Better Cashback", and "Better Deals". Another visual uses the main ad copy "Better Deals". Generally, the campaign sends the message that just as Messi can change any game, the Card range offers the rewards, benefits, and unique experiences to turn any spend into an opportunity to see more, indulge more, and to explore more passions. 

The OOH campaign is a relatively new one that was spotted on Dubai's main roads during the first week of December featuring the advertising star Lionel Messi, and was distributed as hoardings and lampposts. 

The Art & Science of OOH

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