Why? The Musical directed by world-renowned filmmaker Shekhar Kapur, with music by Academy and Grammy award-winner A.R. Rahman has made an appearance on Dubai’s OOH scene, giving the audience a glimpse of all the fun. The story follows a curious young girl and a wise old man, taking part in a dynamic performance that will take audiences on an incredible journey of discovery, while also instilling empathy towards our planet, therefore inspiring action to create a cleaner, safer, healthier world. The musical showcases the vibrant arts scene of Dubai and exemplifies Expo 2020’s role in promoting creativity and fostering global cultural cooperation.\r\nThe musical ad space features the main characters Jid, Maryam and Andromeda completely submerged in their characters. The billboards are extraordinarily colorful, using purple, pink, and black as the main color palette, this enhances the chances of it catching the audience’s attention and intriguing them to check it out. The ad copy mentions the date on which the musical is taking part, that being from Thursday 20th January to Sunday. Lastly, other than the mention of the musical premiering at Al Wasl Plaza, the musical catchphrase “Sing, Dance, Celebrate” is also mentioned in the campaign ads.\r\nThe “Why? The Musical” campaign is fairly new, having only been dispersed in the first week of February on Dubai roads in the form of Hoardings and Digital Screens.