Unseen before celebrations are taking place in Dubai, announced in an OOH campaign. To mark the 50th anniversary of the UAE's foundation in 1971, His Majesty President Sheikh Khalifa bin Zayed Al Nahyan proclaimed 2021 as The Year of the 50th. The event runs from April 6, 2021, to March 31, 2022, and coincides with the UAE's hosting of Expo 2020. The celebration is first and foremost an investment in people, with the goal of celebrating their incredible journey over the previous 50 years while also preparing the country for the revolutionary change that lies ahead in the next 50. Activities for the jubilee celebration are based on four primary pillars: launching the 50th Anniversary Year in a spirit of joy for everyone who call this country home; in honor of the founding fathers, inviting the country to reflect on the ideals and accomplishments of the past; inspiring youngsters to envision the next 50 years and providing them with the skills they need to do so; long-term efforts and effective policies are being promoted in order to enable individuals and residents to do their part. The campaign invites the citizens of the UAE to “Imagine Your Future” as seen on the navy billboards, with a picture of a young girl in school, writing down in her notebook. Including the youth falls in line with their values and mission. In burnt amber bursts of color, the brand adds “Together, Towards The Centennial”. A black, zigzagged box is present on the far left, with “50 Year of the Fiftieth UAE”, bordered between white lines that give a sense of sharpness and commitment. Their hashtag #UAE50 and social media handle @UAEYEAROF are mentioned on top of one another. The limited campaign struck Dubai on hoarding billboards, in the third week of September.
