FRED shines now on the streets of UAE with its newest outdoor awareness campaign “Live The Joy”. This campaign by FRED is an ode to living the present moment fully and celebrating life, love, and joy. This is how the brand described the campaign, and this is how it was reflected in the OOH. It’s not the first time for FRED to appear on Dubai’s billboards as in October 2021, they launched their first awareness campaign on the streets of UAE. Fred Joaillier AKA FRED operated by the “Fred Paris Joaillier” is a French jewelry brand that was founded in Paris by Fred Samuel in 1936. From “Success” to “Pretty Woman” FRED has launched a lot of collections since they started, “Live The Joy” is their latest. The text on the visual was only the company’s name alongside a video of models wearing the jewelry in front of the sea to represent nature and ends with the campaign’s tagline which is “Live The Joy”. The campaign came on digital billboards so it can catch the eye of as many people as possible. Also, billboards have been spotted on major roads and cluttered locations in the UAE, showing a geo-distribution that targets a wide audience. The most important location is in front of a traffic light which allows people to watch the video while they’re waiting for the traffic light to turn green! Moreover, It came in both English and Arabic to target a broad audience.
