Pantheon Development’s Billboards Turn UAE Roads into a Global Stage
Pantheon Development reimagines the new campaign not as an outdoor ad, but as a stage where culture takes the spotlight.
Where real estate advertising on the roads of the UAE speaks of everything in terms of square meters, skylines, and returns, Pantheon Development gives a wholly different message through music. The new outdoor advertising campaign sells neither buildings nor properties, selling only the idea that culture, diversity, and common human emotions are as much a foundation as concrete and steel are.
Spanning UAE’s streets, the billboard consists of an elegantly orchestrated symphony itself, where every artist, from Arijit Singh to A.R. Rahman, Rishab Sharma, and Rahat Fateh Ali Khan, are given his own visual space. It’s what takes the campaign further that the design elements are die-cut. These cuts appear more functional than aesthetic, creating texture and three-dimensional elements that cause the billboard itself to become a sculptural object as opposed to just a flat surface. In an area that already has a competitive visual dynamic for outdoor advertising, it’s an undeniable point of interest that literally reaches out to the viewer.
The overall branding with the Pantheon Development logo confidently holds the entire composition together. Situated between the two artists, the logo works more like an orchestrator than a sponsor, smartly conveying that Pantheon Development is not only hosting these events but orchestrating them instead. The typography is very elegant, letting the artist names take center stage while also imprinting the hierarchy properly on the visual identity. “A Symphony of Cultures” ends up hitting the right chords, especially within the UAE, as its cultures are no longer an idea but a reality.
The color scheme in the advertisement serves an emotional purpose in the marketing campaign, where the deep maroon color brings a sense of prestige and warmth in the billboard, corresponding with the sense of gravitas in the artists’ performances as well as the premium nature of the Pantheon company. The color scheme also facilitates readability at a distance while creating a rich view when up close.
The new creative campaign took off on UAE’s hoarding billboards in the fourth week of December.
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