The adidas I’m Possible Campaign by Havas Middle East that appeared on the Triple Crown has been shortlisted for a Digital Out-of-Home Excellence award.

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Joao Demedeiros of Havas Middle East explained that 88% of women in the Middle East believe that sports are not meant for them. adidas called upon every woman in the city of Dubai to become the face of a campaign to inspire the whole region to change the perception of sports.

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Through social media, adidas invited women to share photos of what sports means to them, along with their stories of turning the impossible into possible every day.

Every post shared, irrespective of the sport, was turned into billboards across the city in real time. The centrepiece was The Triple Crown on Sheikh Zayed Road. The billboards, in return, became countless pieces of social content, starting conversations about making sports more inclusive.

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The campaign was a massive success. For a campaign activated in only one city, it was seen and talked about in over 25 countries, obtaining a reach of over 250 million. It efficiently focuses its marketing efforts on a subject that resonates deeply with its audience. The I’m Possible campaign allowed adidas to show support for and empower millions of women across the Middle East by changing the all-too-common perception that sports are not for them.

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Its delivery was a highly unique multimedia activation, combining radio, social and DOOH. The campaign’s message, which was a first of its kind in the Middle East, invited all women in Dubai to share what sports meant to them. Every photo shared on social media was automatically displayed through DOOH across the Emirate. The centrepiece was The Triple Crown, and the content was then reshared back on social to excellent effect. The creative inspired the Middle East to change how they see women in sports through powerful messages and user-generated content.

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It’s time to think outside the box, and 3D billboards allow advertisers to do just that. The 3D effect is created by something we call Forced Perspective 3D.

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Forced Perspective 3D, or FP3D, is a technique that employs optical illusion. It manipulates human visual perception using scaled objects and the correlation between them and the vantage point of the spectator or camera. It’s not just an advertisement; it’s a visual experience.

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FP3D content is a specialised form of 3D content that appears distorted or elongated when viewed from certain angles but appears normal when viewed from a specific viewpoint or through a camera lens with a particular aspect ratio. This technique has become increasingly popular in advertising due to its eye-catching and attention-grabbing qualities.

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At BackLite Media, we collaborate with creative partners from around the world to help our clients deliver immersive campaigns on some of the most prestigious digital screens in Dubai and Abu Dhabi. This unique and innovative approach has attracted many brands to develop engaging ways to draw people’s attention to the advertisement and make them curious about what it’s promoting.

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3D billboards are a powerful tool for advertisers looking to capture people’s attention, create a unique and memorable experience and make their brand stand out. By creating unique and eye-catching visuals, they can draw people in and create an indelible impression that will stick with them long after seeing the advertisement.

Global brands often seek iconic and premium locations around the city to display their out-of-home campaigns. Iconic locations, coupled with the design of the display, are associated with prestige, exclusivity, and high visibility, making them highly desirable for luxury and global brands looking to make a bold statement and reach elite audiences. The Triple Crown, part of The Landmark Series, is an excellent example of how the combination of prominent location, design and association offers a prime opportunity for brands to capture the attention of diverse and affluent audiences.

The Triple Crown is situated in Dubai on Sheikh Zayed Road, known for its prominent landmarks, bustling traffic, and high vehicular traffic. It offers unparalleled opportunities for brands to connect with audiences. It features six huge unmissable digital displays that have changed the media landscape on Sheikh Zayed Road, creating a captivating visual experience for audiences and providing advertisers with an unprecedented platform to showcase their brands.

What sets The Triple Crown apart is its ability to offer real-time audience feedback and the flexibility to change creative content to reflect specific moments in time. BackLite Intelligence ensures that advertisers can deliver dynamic, relevant, and engaging content that resonates with their target audience, making the DOOH medium more accountable than ever. With exclusive advertising loops, The Triple Crown delivers an uninterrupted, detailed, and immersive message to captivate audiences and make a lasting impact. Campaigns on The Triple Crown benefit from a whopping 189 million impressions a month, providing an ideal platform for brands to stand out in the competitive advertising landscape.
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Our goal is to drive digital innovation in the UAE, and The Triple Crown is a testament to our commitment to delivering architectural and aesthetically superior locations for our clients. With independent, credible data as the foundation of our medium, we strive to provide the best possible experience for both advertisers and audiences alike.

It’s time to rethink DOOH with the iconic digital out-of-home network that offers unmatched opportunities for global and iconic brands to make their mark on Sheikh Zayed Road. Join us in creating conversations, making lasting impressions, and driving digital innovation with The Triple Crown by BackLite Media.
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At BackLite, we have recently partnered with Al Qana to secure exclusive advertising rights to this unique and iconic waterfront destination in the heart of Abu Dhabi. To celebrate this strategic collaboration, together with Al Qana’s management, we launched “The Curve,” one of the largest and most impactful digital screens in Abu Dhabi. The screen was inaugurated by Fouad Mashal, Founder & Vice President of Al Qana, and BackLite’s Chairman, Mr Bengt Bendeus.

This latest addition to our growing portfolio of digital destinations is a testament to the company’s expanding presence in the UAE, with a commitment to delivering premium advertising platforms to clients targeting large audiences. Al Qana spans over 2.4km of scenic waterfront walkways, offering seven anchor destinations, including waterside eateries, a cinema, an aquarium, a VR park, a kids’ zone, and wellness facilities, attracting a large number of tourists and affluent UAE Nationals. This first-of-its-kind lifestyle hub in Abu Dhabi offers brands a premium platform to reach an affluent audience in a unique environment.

Since its launch, “The Curve” has welcomed esteemed brands like FAB, Health Plus, Jeep, and Mercedes Benz, who have leveraged the capabilities of this cutting-edge screen by showcasing engaging FP3D campaigns backed by exceptional concepts.

As part of this ongoing collaboration, we will roll out a unique digital network and experiential opportunities offering an immersive experience to visitors. This shift to digital out-of-home (DOOH), supported by BackLite Intelligence, an ambitious data strategy, will allow brands to identify and target specific audiences, facilitate engaging, rich-media campaigns, and reach sophisticated visitors and affluent residents around the destination. This will contribute to an enhanced experience by offering relevant and contextualised content to audiences on the move.

The complementary relationship between OOH and mobile has accelerated and evolved, giving brands access to more creative and targeted opportunities than ever before.

As the way we consume media content continues to evolve in the digital age, OOH advertising has been forced to adapt in order to remain relevant. In today’s world of instant gratification, where waiting is no longer an option, advertisers need to find innovative ways to capture the attention of their target audience. This is where the complementary relationship between DOOH and mobile comes in, as a powerful tool to drive successful campaigns.

OOH has evolved, not through the laziness of the modern human; but through the benefits of the digital media world; dynamic relevance, immediate action, and robust data providing targeted and relevant messaging.

DOOH allows you to react; it takes an always-on strategy and gives it a dynamic relevance and thus will enable you to be more creative and engaging with your messaging. Great recent examples are “Just Do It” moments with Nike; as soon as an athlete breaks a record, wins a medal, or does something out of the ordinary, Nike can broadcast it to the nation.

Millions will then see their creative message and athlete association; this can be published across all channels; social sharing has amplified the impact, but only if the content is worth sharing.

That brings me to content, OOH, digital or otherwise, will live and die by the creative it displays. My favourite campaign of 2022 was the adidas campaign I’m Possible. Not just because they used The Triple Crown (it does help) but because of the entire process of launching such an idea. As a multi-media campaign, it tapped into social, radio and Out-of-Home (OOH), but with Digital Out-of-Home (DOOH) enabled User Generated Content (UGC).

It gave women in The Middle East a voice, inviting every woman in Dubai to inspire the region, to see impossible as I’m possible. Through social media, adidas invited the woman of Dubai to share photos of what sports mean to them and their story of turning impossible into I’m possible every day.

Every post shared, irrespective of the sport, was displayed on The Triple Crown in real-time. Each billboard, in return, became countless pieces of social content, starting conversations about making sports more inclusive. The earned media for the campaign was massive, with a reach of over 250 million and covered in over 25 different countries.

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