The campaign
Reach an audience that only appears in the evening, on a stretch of the city where the same people walk and drive every weekend.
A coffee brand with three branches wanted a fourth to open into demand rather than into silence. Everything about its audience was time-bound: the corniche fills after sunset and empties by mid-morning.
So the plan was written around the evening rather than around a flat weekly schedule, and the artwork was designed for the light it would actually be seen in — dark ground, warm type, nothing that depended on daylight contrast to read at a distance.
On site
The campaign in place
Jeddah
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The execution
What we put on the street
Placement was weighted to the corniche run and the streets feeding it, with creative built for low light rather than adapted to it.
Where it ran
- Corniche Road — northern run
- Al Rawdah Street — street furniture
- Prince Sultan Road — approach billboards
Campaign highlights
9
Sites
6
Weeks on air
2
Formats
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