EVA Cosmetics launched a new out-of-home campaign for its Eva line of skincare products, brightening up the streets of Cairo with larger-than-life visuals of Abla Fahita. The iconic Egyptian puppet, known for her humor and glam, was front and center in this campaign. After a long absence on Cairo’s OOH scene since their previous campaign, EVA continues to position itself as a cosmetics and personal care brand that gets and embraces everyday Egyptian life and humor. One simply cannot miss the billboards, with their mixing of pop culture and product promotion. In a series of bold and colorful billboards, Abla Fahita takes center stage, clad in her signature glam attire, a tongue-in-cheek symbol of beauty and self-care. She is flanked by modern, confident women holding the product, who embodies with ease the tagline of the campaign, If it's moisture, it's Eva. In a pairing of bright greens and purples with sleek product shots, the attention is kept on both Abla Fahita's charisma and the core selling point: hydration. EVA has strategically placed the campaign at high-traffic points across Cairo-from busy highways to central districts-so as to attain maximum exposure. These are the spots where the commuters, shoppers, and passersby can't help but notice the bold visuals and witty messaging. Get more about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.