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Al Waha View—the flagship residential development of Egypt's Urban Development Fund—is making its voice heard again with a new series of out-of-home ads spotted across the Cairo capital. It is not the brand's first foray into the streets of Egypt. In the past, they launched a set of visuals that were centered on branding and affordable payment plans, but now the real estate campaign feels a bit more down-to-earth—and a great deal more intimate. At the forefront of the message is actor and comedian Moustafa Ghareeb himself, whose everyman appeal is the ideal candidate for a campaign designed to make homeownership a little more human.

The visual style leans towards the idea of true ambitions in a neat, straightforward environment. Egyptian actor Mostafa Ghareeb stands confidently in front of a drawn background of Al Waha's residential towers, giving the advertisement a presence and personality missing in previous campaigns. The catchphrase—"Your dream is one step away"—complements the casting of Ghareeb, who is typically best characterized as the underdog or humorous, average Egyptian guy in whatever role he assumes. His inclusion makes the dream not only within reach but in arm's reach as well. The visual styling is straightforward: straightforward pricing options, tempting figures like 10% down payments, and installments over seven years without interest. 

In placement, the campaign hits where it will impact the hardest—on busy overpasses and primary commuting streets like 6th of October Bridge. These are highways often traveled by Egypt's working and middle class—the same group Al Waha View desires to reach. In a town where housing seems like a pipe dream, having the actor’s friendly face over the traffic with an offer to "take a step" brings a touch of hopefulness to the daily commute.

To find out more about this campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.