Orange Egypt is back on the billboards of Cairo with a new bigger-than-life campaign that feels just about perfect for Ramadan. After a year of highly charged and extremely timely campaigns — such as their highly hyped for free, here, here, here series — Orange hits again at the sense of shared connection, love, and community. This year, the telecommunication giant recruits an entire roster of Egyptian celebrities and actors for a new campaign titled For All Who Go Far, The Time Has Come Back. The campaign isn't limited to OOH — it follows up on a gigantic TV commercial and social media flood over recent weeks, so this is a full-spectrum presence across Egypt's media. Through the marrying of celebrity leverage with emotive storytelling and thoughtful placement, Orange is once again doing what they do best — crafting campaigns that are greater than advertisements. One of the things that instantly gets noticed with this OOH debut is how cozy and real it feels — the photography is close-up, improvised, and human. The billboards feature actors such as Ahmed Dawood, Riham Abdel Ghaffour, Mimi Gamal, Rana Raees, Gihan El Shamashergy, Aly Kaseem, Sherine, and Salwa Mohamed Ali, and depict them in warm, everyday moments. Whether it is a family reunion, a couple’s cozy chat, or a pair of people sharing a soft smile, the photographs convey a sense of closeness which feels incredibly potent in the vein of Ramadan as a season for family reunions. The bright orange Arabic text — (For all who went far, now is the time to come close) — speaks on an emotional level without being holier-than-thou. It's universal but intimate, speaking to anyone who maybe has strayed from those who care about them and encouraging them to come back — a message that just so happens to be timely. Orange's bright color stands out over soft, warm-toned pictures, setting the brand personality with the human element reflecting through. You can't drive around Cairo without seeing these billboards — and that wasn't by chance. The campaign is placed in strategic locations on highways, bridges, and main city center arteries so that it cannot be avoided on regular commutes, family outings, or even Ramadan night outings. Sites like October Bridge and major highways that enter city center neighborhoods optimize visibility. The wide placement also reflects the universal appeal of the message — it's not for one segment of society, but for everyone, from every walk of life. To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.
