Imarrea New Cairo has been creating buzz around their project in New Cairo for a while now and have finally disclosed the information on its name and the overall character of this project under the name of “KIN”. This follows their previous appearance in January 2025. The brand has previously released a campaign teasing this project which put this particular project on a high pedestal with wide shoes that must be filled and many people to be satisfied. The brand previously emitted and claimed dominance over the area of New Cairo however kept the information and whereabouts of this project classified and were not publicly announced and this prior appearance was strategically placed at the beginning of the new year, to mark half a decade they have released a follow up campaign carrying the same minimalistic vibe while also performing a teasing attitude about this highly anticipated project only stating its name and using iconism in the ad copy that will be elaborated on in this article's next paragraph. Carrying the minimalistic soul of the brand the visuals are in synchronization with this ideology only using the brand’s main colors of pink that emit innovation and modernity, white that previews purity, and black for the background that shows off luxury. The ad copy has multiple taglines that are “Where Imperfection Becomes Gold’ and the main tagline which is “Started With A Line Unfolds With A Masterpiece” The main protagonist of the ad copy is this origami bird-like entity which is symbolism for a new and free beginning and also applies minimalism and carries the whole sleek esque to another level. The brand’s hotline is also present for any further inquiries. Reveal more information about this OOH campaign, formats, locations, and more by visiting MOOH, an OOH-dedicated analysis system, and Media Intelligence in Egypt and the UAE.
