An OOH campaign in Cairo has caught the eye of residents. The advertisement features the silhouette of a man standing tall against a vibrant sunset, and the campaign also contains different ad faces with the same message. The text, written in Arabic, reads Together Stone by Stone. Milestone Developments. Momentum. This campaign by Milestone Developments, a luxury real estate company, is likely aimed at affluent Egyptians seeking to elevate their lifestyle. The powerful imagery of the sunset evokes a sense of achievement and new beginnings, while the word momentum subtly hints at the company's success and forward-thinking approach. The campaign's true brilliance lies in its use of a silhouette. This classic technique piques viewers' curiosity. Who is the man? What has he accomplished? By leaving these questions unanswered, Milestone Developments compels passersby to imagine themselves standing in that same powerful pose, gazing towards a future filled with success, a future made possible by owning a property developed by their company. The Together Stone by Stone tagline reinforces this message. It suggests a collaborative journey towards achieving one's dream home, with Milestone Developments acting as a trusted partner throughout the process. This campaign is a well-crafted example of how luxury real estate companies can leverage outdoor advertising to not just showcase their properties, but also cultivate a sense of aspiration and achievement within their target audience. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.