Jotun
Paints
Outdoor
Planning
Media Buying
Dubai, United Arab Emirates
2025
How do you celebrate Jotun's 50th year in Dubai with a city wide presence and dominance across Dubai?
Jotun Paints, a Norwegian market leader in paints, has been in the UAE since 1975. For its 50th year in Dubai, the brand wanted to remind homeowners and the trade channels of its leadership and its positive contribution to the country, its people and their daily lives.
We planned and strategically placed both Digital (DOOH) and large format static OOH billboards on key city highways including the highest traffic roads in Dubai across Al Khail Road, Mohammed Bin Zayed Road, Umm Suqeim and Hessa Street.
Campaign
A paint brand's best product demonstration is a wall, and a driver gives a hoarding a few seconds each day during their commute. The sites had to be big enough to carry 50 years of trust and placed where trade and homeowners already pass.
People judge a brand partly by what it spends on being seen. A small ad looks like testing the water. Multiple giant ones on key main road says the brand is here to stay, including each of the passers-by as a part of the grand celebration, building a strong message of trust, reliability and continuous top-of-mind.
The OOH campaign took dominance on key traffic roads carrying more than 1.7 million vehicles a day, for a whole month.
Solutions
The OOH campaign took dominance on key traffic roads carrying more than 1.7 million vehicles a day, for a whole month.
Challenge
A paint brand's best product demonstration is a wall, and a driver gives a hoarding a few seconds each day during their commute.. The sites had to be big enough to carry 50 years of trust and placed where trade and homeowners already pass.
People judge a brand partly by what it spends on being seen. A small ad looks like testing the water. A giant one on a main road says the brand is here to stay including each of the passer-bys as a part of the grand celebration building a strong message of trust, reliability and continous top-of mind..
