2025 Wrap Up - Best Advertising Campaigns of 2025

Dubai continues to set global benchmarks for out-of-home (OOH) advertising by combining architectural scale, cultural relevance, and experiential innovation. From projection mapping on the world’s tallest building to edible billboards and drone-led spectacles, brands are using Dubai’s outdoor canvas to deliver unforgettable moments. Here are 15 of the most iconic OOH campaigns that defined creativity across the city.

1. Adidas & Liverpool FC – Burj Khalifa Projection

Adidas took football fandom to new heights by projecting Liverpool FC visuals onto the Burj Khalifa. The execution transformed the world’s tallest building into a global sports statement, delivering unmatched reach, prestige, and social amplification.

2. SALT – 10-Year Anniversary

SALT marked its 10-year milestone with bold outdoor storytelling that celebrated its journey as a homegrown brand. The campaign blended nostalgia and lifestyle cues, reinforcing SALT’s emotional connection with Dubai residents.

3. Heinz – Trade Up Campaign

Heinz activated a clever consumer-led OOH experience where people could trade empty ketchup bottles or sachets in exchange for new Heinz products. The campaign reinforced product superiority while driving real-world engagement beyond static billboards.

4. Binance – “Have You Binanced?”

Binance turned its brand name into a cultural phrase with the now-famous “Have You Binanced?” campaign. High-frequency roadside placements across Dubai drove mass awareness and positioned Binance as a mainstream financial platform.

5. Humantra – Edible Billboard

Humantra pushed experiential OOH boundaries with an edible billboard, allowing passers-by to grab and sample Humantra drinks directly from the installation. The execution blended wellness messaging with real-time product trial, creating instant brand impact.

6. Cartier 3D Billboard, Downtown Dubai

Cartier elevated luxury outdoor advertising with a stunning 3D billboard in Downtown Dubai. The immersive execution showcased craftsmanship and elegance while commanding attention in one of the city’s most premium retail zones.

7. GymNation – The Heaviest Billboard

GymNation delivered a powerful brand statement by installing what was promoted as the heaviest billboard, aligning perfectly with its strength-driven fitness positioning and no-excuses brand attitude.

8. Keeta – Citywide Takeover

Keeta launched with a bold, visually dominant OOH takeover across key Dubai locations. Consistent branding and repetition helped the platform cut through a crowded delivery market and establish instant recognition.

9. Red Bull – Tetris World Final at Dubai Frame

Red Bull delivered a landmark moment during the Tetris World Final, staging a drone show between the Dubai Frame. The execution merged gaming, technology, and urban spectacle—perfectly aligned with Red Bull’s “gives you wings” ethos.

10. Nando’s 3D Billboard, JBR

Nando’s brought humour and flavour to JBR with a playful 3D billboard that reflected the brand’s bold personality. Positioned in a high-density leisure area, the campaign maximised visibility and engagement.

11. McDonald’s – Kite Beach Swing Installation

McDonald’s reimagined its iconic logo by turning the ‘M’ into a functioning swing at Kite Beach. This experiential OOH activation invited interaction while reinforcing the brand’s family-friendly and playful image.

12. Yas Island – Warner Bros Building Wrap

The massive Warner Bros-themed building wrap at Yas Island delivered cinematic scale and immersion. The execution reinforced Yas Island’s positioning as a premier entertainment destination for families.

13. Starbucks – Total Domination

Starbucks executed a full-scale OOH domination spanning Dubai Tram branding, bridge banners, building wraps, and DOOH screens. The unified visual presence created strong brand salience across daily commuter journeys.

14. InsuranceMarket – Total Takeover

InsuranceMarket went all-in with a citywide takeover, including metro wraps, pillars, flags, billboards, and mascot makeovers. The sustained outdoor presence helped humanise the brand and build trust in a competitive category.

15. KFC – “Keep It Outdoor”

KFC redefined outdoor marketing with its “KFC Out-Doors” campaign, physically removing restaurant doors to highlight 24/7 operations. The bold real-world stunt reinforced accessibility while cleverly playing on the outdoor advertising narrative.

What unites these campaigns is not just scale, but experience-driven creativity. Dubai’s outdoor advertising ecosystem enables brands to blend physical spaces, technology, and storytelling—delivering both immediate attention and long-term brand recall.

Frequently Asked Questions

1. Why is Dubai a hotspot for OOH advertising?

Dubai offers premium locations, high footfall, iconic landmarks, and regulatory flexibility for large-format outdoor executions.

2. What role does experiential OOH play in brand success?

Experiential OOH increases engagement, dwell time, and social sharing, making campaigns more memorable.

3. Are landmark-based campaigns like Burj Khalifa projections effective?

Yes, they deliver global visibility, earned media, and strong brand prestige.

4. Which industries benefit most from OOH in Dubai?

F&B, finance, fitness, entertainment, retail, and tech brands see strong results.

5. How does OOH support long-term brand recall?

Consistent outdoor presence builds familiarity, trust, and top-of-mind awareness over time.