Dubai Summer Surprises (DSS), the city’s yearly retail and entertainment festival, has rolled out a new OOH campaign across the UAE. Live since late June, this year’s campaign marks the return of the beloved summer initiative after nearly a year of billboard silence. Organized by Dubai Festivals and Retail Establishment (DFRE), DSS is known for boosting citywide footfall through sales, raffles, activations, and staycation deals. Their previous campaign leaned into playful emoji-filled visuals, while this season’s strategy takes on a more branded and structured approach with a nod to consistency and clarity. “SPEND AED 300+” is the opening line, and the rest of the creative follows suit: simple, friendly, and clear. One version of the billboard mimics a printed receipt, complete with a “thank you” at the bottom, listing the perks that come with every spend: 210 lucky winners, 10 amazing prizes, 10 fantastic brands. The blue and orange color palette is unmistakably DSS and feels fresh against the UAE’s summer haze. Another billboard swaps English for Arabic using the same visual rhythm: bold icons, a sunshine logo, and silhouettes of summer shopping bags and city landmarks. It’s not trying too hard, and that’s exactly why it works. The layout is balanced and readable even at full speed on Sheikh Zayed while still packing enough personality to feel playful. It’s the kind of OOH that knows its moment and makes sure you do too. The campaign has been showcased on digital screens in the first week of July.
