The Canadian University in Dubai announces its expansion at City Walk through an impressive Digital Out-of-Home (DOOH) campaign spreading the word of its new location. The Canadian University Dubai (CUD), is the first licensed Canadian University in the UAE, and it is back on billboards welcoming students to the new campus at City Walk this year in September. The CUD's prior campaign in 2020 spread awareness about the campuses' new destination, illustrating on-premises high-tech classrooms and showcasing the new building. 

The campaign emerged with the university slogan; "Your Portal to Canadian Education" while inviting the class of autumn 2021, with the very close arrival of the academic semester. The campaign also endorses hashtags; "#CUDubai" and "#CityWalkDubai". The Canadian University Dubai promotes Canadian perspectives in learning, research, and application, grounded in an appreciation and respect for the diverse culture and values of the UAE.

The DOOH campaign also reflects that the CUD is committed to providing students with an international academic experience, guided by the highest extent of corporate and educational ethics. The ad visual uses a dark background while the text is in white to stand out. The visual also uses aesthetic neon stripes with colors of; red, pink, purple, and orange. Each color has strong symbolism that maintains the overall theme and appeal of the advert. 

Red symbolizes passion, confidence, strength, motivation, and power. The color is also extremely influential and attention grabbing, especially on the road. Pink is thought to be a calming color associated with love, kindness, compassion, and femininity. Purple reflects creativity, vision, imagination, and intuition. The color tends to have an uplifting effect on the OOH crowds. Last but not least, orange derives feelings of balance, security, optimism, and encourages socialization. 

The campaign is a relatively new one that was released during the first week of September and was distributed across limited DOOH spots all over Dubai. 

The Art & Science of OOH

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