For the latest outdoor activity in the Middle East, we needed an innovative way to promote The Economist, with an idea that had both local insight and was relevant to the region. To achieve this, we placed a custom-made billboard in the sand dunes on a busy highway between Dubai and Oman. The desert then played its part in bringing the idea to life. As the weeks went by, the sand dunes shifted and our message was delivered to thousands of motorists and even a few curious camels.
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