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A new wave of outdoor advertising has swept through Cairo's streets with a bold message inviting passersby to rethink what makes a home a home. The campaign, launched by Jiran Residence, a project by A Plus Developments, employs simplicity, emotional connection, and cultural sensitivity to strike a chord in an otherwise busy advertising landscape.

The campaign consists of billboards made to look like the facade of an old building, with real-looking windows. One window is open, with a woman leaning out a familiar sight in much of Egypt's urban neighborhoods, with a cat. The image does an instant job of evoking nostalgia and familiarity, putting the message into the ordinary.

"Jiran Residence", meaning "neighbors" in Arabic, notes the slogan,  "Home is more than walls. It's the neighbours around you." The dual-language strategy in the campaign not only maximizes accessibility but also emotionally grounds the passerby in local values. In a society where community and familial ties are highly prized, the message resonates not only as appropriate but as powerful in the Egyptian market.

The use of realistic details like the physical depth and shadowing near the window makes the billboards more experiential. Rather than reading an ad, viewers sense as if they're observing a piece of someone's life.

The images are striking from a distance, and the emotional story causes the message to stick. By positioning Jiran Residence as a place that is defined by connection, not buildings.

To learn more about OOH campaigns in Egypt, visit MOOH, your local OOH intelligence data provider with international standards.