A figurative sign has been popping up on UAE’s billboards. The new enigmatic teaser campaign has generated curiosity all over Dubai, leaving a lot to one’s imagination. The billboards hold visual imagery of an intriguing yellow curve, strategically placed in different areas of the city, connected to buildings, in the desert, and even floating in the sky. The yellow curvature could’ve been used as a means to reflect the brand's identity, giving the ad just a hint of what the brand could be, or it could be a way for the brand to stand out in people's minds, making it more likely that they will remember and seek out additional information when the full campaign or product is revealed. That is all because yellow is a highly visible and vibrant color that stands out from the surrounding environment. \r\nThe campaign slogan “It's a Sign” just adds to the campaign's perplexity, keeping the audience on their toes about what could come next. \r\nThe campaign surfaced in the first week of August, upon Hoarding billboards in Dubai.