HUMANTRA x DELIVEROO STUNT

We handled the entire rollout — from concept to production to on-ground management — bringing to life what would become the UAE’s first drinkable billboard. Strategically placed at City Walk, the stunt was built around a simple billboard that came to life just before sunset. A graffiti artist stepped in to spray a large question mark, triggering the reveal of a hidden dispenser built into the structure. Guests were then invited to hydrate with Humantra’s apricot electrolyte blend, served directly from the billboard itself. Designed to feel both unexpected and generous, the activation was backed by bold visuals, real-time social buzz, and a coordinated push with Deliveroo’s and Humantra’s PR and Marketing team.

The stunt ran across one weekend and went viral overnight. It was featured across major platforms including Campaign Middle East, Because of Marketing, Timeout, Lovin Dubai, Curly Tales, Zawya, and Bizpreneur Middle East. The impact was immediate: Humantra’s brand visibility spiked, the Ramadan hydration message resonated deeply, and both brands reinforced their relevance through creativity. We’ve since continued working with Deliveroo — and are proud to have delivered a moment that gave back to the community and redefined what outdoor marketing can do.