Arafa’s leading brand Concrete has switched tracks on their OOH strategy to showcase their Spring/Summer collection, with a new message and full color artwork. Following the expanded promotion of their tailoring service under the name of “Su Misura” that used black and white artwork, the Egyptian men’s wear brand has launched new ads in full color that feature the Spring/Summer collection over urban settings. With the new slogan “Shop like #concreteicons at your nearest store”, the brand repeats brand ambassadors for the 4th campaign in a row – Ramy Ashour, Ahmed Hatem, Aly Mazhar, and Asser Yassin. The campaign was switched for the turn of the month and can be seen on new strategic locations across the city with large and x-large uni-poles, gates, double-decker poles, billboards, T-Poles, lightboxes, and flags
