The Goethe-Institut rises on Dubai’s primary OOH scene with a new awareness campaign encouraging the UAE’s out-of-home advertising audience to “UNLOCK YOUR FUTURE LEARN GERMAN”. The Goethe-Institut is the Federal Republic of Germany’s cultural institute which is active worldwide. The institute promotes the study of German abroad and encourages international cultural exchange. The OOH campaign uses visuals that show a female student sitting in a library studying on her laptop while another visual portrays a group of friends that seem to have different nationalities studying in a library as all the visuals use the ad copy “Unlock Your Future Learn German” in both English and Arabic. The first time-limited OOH campaign was spotted on Dubai’s prime roads during the third week of December and was distributed as uni-pole billboards.
