Caution Dry Floor

Wild Wadi, one of Dubai's most popular attractions, had to close for two weeks for maintenance. It was essential to alert tourists of the closure, in order to save them a wasted journey. Out-of-town tourists tend not to listen to local radio or read local papers, so outdoor media, including ambient, was selected. High visibility was a major requirement! This ambient advertisement measuring two metres high, was placed at strategic points throughout the city during the closing period.