This campaign maximized the impact of unorganized outdoor opportunities, which make up the majority of outdoor advertising in Oman. Strategically placed posters across the city of Muscat make this work relevant for the media category.

The Middle East has always been in the news for all the wrong reasons. Most of which revolve around perceptions that have been built over time, as a result of misinformed publications and opinion leaders driving the public sentiment in different parts of the world

This is a campaign determined to shed light on the reality of the region's geopolitical landscape. Three revolutionary ads that challenge global perception by offering an unseen perspective. Each with a powerful line, that when read as English (left to right), seem to be in coherence with misguided global opinion. The same English line, when read as Arabic would be read, (right to left), it highlights what Times of Oman has to offer - the truth.

The posters were carefully put up in several locations across the city of Muscat, primarily in areas that were frequented by the expat population. Where the powerful messages could reach a more international audience. Thus, allowing the posters to be captured and turned into organic social content.

The 3 ads featured carefully crafted headlines that could be read both ways. When read as English (Left to right), one would see what the misguided global perception is with respect to the geopolitical landscape of the region. But to see the truth, one would have to read the headlines the way Arabic would be read (right to left). The ads are given an added layer of symbolism by using colour schemes that hint at the countries where the respective misguided perceptions need to be debunked. Proving that sometimes, a different perspective is all it takes to see what you could never see before.

16% increase in website visits by people outside of Oman