Nandos ignites JBR with a landmark 3D billboard launch

When a global brand opens its largest Casa in the region, a standard media plan simply will not do. Nandos chose The Beach at Jumeirah Beach Residence for its newest UAE location and marked the moment with a striking 3D anamorphic billboard above Roxy Cinema.

For brands exploring high impact out of home advertising in Dubai, this campaign offers a clear lesson in how to dominate a premium location and turn a store launch into a citywide talking point.

A new Nandos Casa takes centre stage at The Beach JBR

The new Nandos branch at The Beach, JBR is the brand’s twenty third Casa in the UAE. Positioned in one of Dubai’s most visited lifestyle destinations, the location benefits from:

• Consistent footfall from residents and tourists
• Strong evening and weekend traffic
• A visually competitive retail environment
• Proximity to cinemas, dining and beachfront attractions

JBR is a dynamic, high energy setting where brands must work hard to capture attention. Nandos understood this from the outset.

The objective was clear. Drive awareness of the new Casa. Spark curiosity. Create a spectacle that stops people mid stride.

The 3D billboard above Roxy Cinema that stopped traffic

At the heart of the campaign was a bold execution on the large-format digital screens above Roxy Cinema. Nando’s unveiled its first-ever global 3D anamorphic billboard, creating a striking visual experience that captured attention and elevated the brand’s presence during the campaign.

Why 3D anamorphic advertising works in Dubai

3D anamorphic billboards are engineered to create an optical illusion of depth. Content appears to break out of the screen, giving the impression that objects extend into real space.

In a destination like JBR, this format delivers:

• Immediate visual impact
• Strong shareability on social media
• Memorable brand recall
• A sense of scale that standard digital screens cannot replicate

For Nandos, the creative hero was the Espetada A Torre Dukkah Lima. The towering menu item was brought to life across JBR’s largest screens, appearing bold, oversized and almost within reach.

The brand’s messaging encouraged audiences to get fired up at Nandos JBR, reinforcing both the product and the location in one seamless visual story.

Turning a store opening into a public spectacle

The brief behind the 3D billboard was focused. Create a visual moment that makes people stop and stare. Anchor the new Casa in the minds of JBR visitors. Present the Espetada as larger than life.

By choosing the Roxy Cinema screens, Nandos placed itself at a natural gathering point. Cinema goers, beach visitors and diners all pass through this corridor. The billboard did not simply advertise. It dominated the skyline.

For brands considering premium digital billboards in Dubai, this campaign shows how strategic placement and immersive creative can transform a single site into a landmark activation.

Supporting the hero with a citywide OOH presence

While the 3D billboard acted as the hero asset, the wider media mix ensured repeated exposure across Dubai.

Taxi advertising across the city

A citywide taxi takeover supported the JBR launch. Branded taxis carried Nandos creative across key routes, extending reach beyond The Beach and into residential and commercial districts.

Taxi advertising offers:

• High visibility across busy roads
• Prolonged dwell time in traffic
• Coverage across multiple neighbourhoods
• Strong frequency among commuters

For Nandos, taxi ads reinforced the message seen at JBR and guided audiences towards the new Casa. The creative featured bold flames, product visuals and direct prompts to visit Nandos JBR.

Taxi advertising remains one of the most efficient ways to amplify a local store opening at scale. 

A joined up omnichannel approach

The campaign extended beyond large format and taxis. Digital screens across JBR, guerrilla activations and social storytelling worked together to build a cohesive brand narrative.

Nandos also localised its messaging, adapting taglines into Arabic while retaining its playful tone. This attention to cultural nuance is essential in the UAE market.

Key elements of the integrated approach included:

• High impact digital OOH across JBR
• Street level activations featuring the brand mascot
• A grand opening event with the founders and the local community
• Social media amplification of the 3D billboard

This ensured that whether someone was walking along The Beach, driving through Dubai or scrolling online, the experience felt connected.

For advertisers, the takeaway is straightforward. A single premium billboard can anchor a campaign. Surround sound OOH formats then build frequency and depth.

Why JBR remains a prime OOH battleground

JBR continues to attract ambitious brands for good reason. It blends lifestyle, leisure and retail in one concentrated area. Screens above Roxy Cinema are known for their prominence and visibility.

Advertising in JBR offers:

• Access to affluent residents and international visitors
• A high volume of evening impressions
• Strong potential for organic social sharing
• A setting that rewards bold creative

The Nandos 3D billboard campaign demonstrates how to maximise these advantages. The format matched the ambition of the location.

Lessons for brands planning a new store launch

Launching a new branch in the UAE demands visibility in the right places.

From this campaign, brands can take three practical insights:

• Choose a hero site with strong natural footfall
• Invest in creative that fits the scale of the location
• Support the hero with mobile formats, such as taxis, for extended reach

When executed well, outdoor advertising becomes part of the cityscape. It drives footfall, builds brand love and creates lasting recall.

At OOH AE, we specialise in connecting brands with premium outdoor advertising formats across Dubai and the wider UAE. From 3D digital billboards to taxi advertising and guerilla activations, we help you plan, secure and deliver high impact campaigns that cut through.

If you are planning a store launch or brand activation, speak to our team. We will help you find the right sites, the right formats and the right strategy to ignite your next campaign.

Frequently Asked Questions

What is a 3D anamorphic billboard?

A 3D anamorphic billboard uses perspective based creative to create the illusion of depth on a flat digital screen. It is widely used in high impact outdoor advertising locations such as JBR in Dubai.

Where is the Nandos JBR 3D billboard located?

The billboard was placed above Roxy Cinema at The Beach, Jumeirah Beach Residence. This is one of Dubai’s most prominent digital OOH locations.

Why is taxi advertising effective in Dubai?

Taxi advertising delivers citywide reach, high visibility in traffic and repeated exposure across key business and residential areas. It is ideal for supporting store launches and retail campaigns.

How can brands advertise on digital billboards in JBR?

Brands can secure premium digital billboard placements in JBR through specialist media partners such as OOH AE. We provide access to large format screens, creative guidance and end to end campaign management.