EDIT Puts a Fresh Spin on UAE's D/OOH for Watches and Accessories
After a lengthy hiatus since November 2024, Ahmed Seddiqi's EDIT, the UAE’s well-known contemporary retail store for jewelry like watches & accessories, has returned with a brand-new OOH campaign across Dubai & Sharjah. Integrating enduring traditions with cutting-edge fashion, delivering a lively shopping vibe that encourages self-expression and empowers shoppers to "Own Your Moment."
The billboard’s visuals display a young woman skateboarding in a sunny, palm-filled environment, wearing a watch, visible on her wrist, symbolizing freedom & motion. And a young man surfing in dynamic water action, also wearing a watch, highlighting an active, bold, lifestyle imagery. There’s the bilingual tagline, “Own the Moment,” “امتلك اللحظة,” along with the two digital timestamps on the hoarding, “12:16,” “16:39,” which represent the literal and figurative importance of “the moment.”
In addition, the brand’s name, “EDIT by Ahmed Seddiqi,” is clearly centered, the Arabic translation beside it, with the bilingual text below saying, “Watches and Accessories,” “ساعات و اكسسوارات”, and the URL, “BYEDIT.COM” and the store location address, (City Centre Al Zahia, Level 2), which is make it effortless to all the moment makers to go and find the retail shop.
Moreover, the campaign is simply targeting youth, modern, and active consumers, who see fashion and watches as lifestyle statements, not just functional items, with a youthful & aspirational tone of voice. And also associating the brand with experiences like adventure, sport, urban life, and spontaneity, emphasizing individuality and timing. The campaign appeared in the third week of October on digital screens & hoardings.
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