Convention dictates what was fundamentally an app download campaign should be led by ads on a mobile platform with a download link.

Yet advertising is increasingly uninteresting to online audiences, inherently avoidable through ad blockers, and very easy to simply scroll past.

By stepping back and considering the brand, market, message and audience, we used our understanding of local nuances to create a truly impactful campaign that resonated far stronger than any video or banner ad every could.

These parking barriers had to be seen by every single one of our affluent target audiences, since they guard the entrance and exit to their houses and offices.

Making this literally an unmissable piece of work. Using ads placed in these kind of spaces for the first time in many communities in Dubai.