Gazing down, clever branding

The Media City Ramadan tent is sponsored by Schon Properties. Nothing remarkable about that (international company wanting to show it 'gets' Islam), what is clever is they've branded the roof of the tent. With four (and counting) 25-story towers circling the area - along with five low-rise office blocks - there must be plenty of eyeballs looking down. The company is brand building, and big outdoor sites are an obvious route, doing something a little different helps breaks through
With little regulation on outdoor advertising, expect to see more of this: car roofs, low-rise residential blocks (the Greens is surrounded by high-rise), commercial transport, bald guys.
As ever, there is no shortage of media in Dubai; what is sometime missing is a creative use.