The Economist: Shifting Sands

Memac Ogilvy, Dubai needed an innovative way to promote The Economist in the Middle East, with an idea that had a local insight and was relevant to the region. So we placed a custom-made billboard in the sand dunes on a 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.