INSITE OOH Media Platform

Now live across Dubai’s digital OOH network, Chanel’s Rouge Allure Velvet campaign centers on a clean, portrait-led visual featuring Margot Robbie, with limited text and a strong focus on the product. 

In the digital ad, and following Chanel’s previous OOH appearance, Margot Robbie is photographed in a beauty crop and holds the lipstick with that very specific Chanel look: calm, collected, and a little distant. The branding is at the bottom and is quiet. But it's one of the few pictures that really works, keeping eye contact with the audience.

The framing feels closer to a magazine beauty editorial than a billboard, with the product being almost secondary to the feeling of it; velvet, controlled, polished, untouchable. That helps with the vertical format. It looks like how we see faces now: on our phones, in ads, and in scrolls. It doesn't try to get your attention; it just meets your eyes, and that’s a unique kind of engagement. 

This is classic Chanel when it comes to beauty. They don't explain why the lipstick is good. They don't even want you to buy it. The feeling of the product is almost more important than the product itself, which they hype up by saying it’s “Limited Edition”, inviting more exclusivity. 

This is interesting in terms of OOH because it goes against what usually works well in fast-paced places like Sheikh Zayed Road, where brave offers, large type, and prices that are easy to understand are usually the case.

Casting is 80% of the work here. Not only is Margot Robbie a mega-famous figure, she's also a quick way to get things done. You see her in less than a second, and everything else follows: Hollywood, polish, ease, and desirability. That instant recognition is very important in OOH. Especially in a city where people only pay attention for a few seconds at a time.

Chanel’s campaign adorned Dubai’s digital screens in the third week of March.