First impressions are lasting impressions
Kassab hold the media rights to multiple outdoor locations across the UAE including the Dubai Metro. They were seeking to emphasize the effectiveness of metro advertising by utilising their sites to sell the sites.
Building on the inspiration of Roy Lichtenstein we created a series of retro ads that attracted attention by providing a sharp contrast to the modernist surroundings of the new metro stations. Within a few weeks of launch the metro was full of brand ads and it has remained that way ever since.