Mabany Edris has followed up its cryptic teaser campaign in New Zayed with a thoughtful and emotionally resonant reveal. The new billboards for “ONS” carry the tagline “We Complete Each Other, shifting the focus from curiosity to connection. The creative choice to use candid, everyday moments—children playing, friends biking, and subtle, shared gestures—adds warmth and relatability to the campaign. Where the teaser left viewers with questions and abstract visuals, the reveal gives context. “ONS” isn’t just a name—it’s a feeling. It suggests belonging, companionship, and shared growth. This soft human message is a clever contrast to the concrete and glass image often associated with real estate advertising. Instead of showcasing units or architecture, Mabany Edris sells the experience of living. It’s a subtle way to communicate the lifestyle that their New Zayed project offers without resorting to hard selling. By leaning into emotional storytelling and visual intimacy, this reveal campaign helps solidify ONS as more than a place—it’s a community in the making. It’s an invitation to be part of something personal, built on connection, and rooted in shared everyday moments. A quiet but confident move in a crowded market. Curious to know more about ONS' campaign's location, budget, strategy, and more? you may take a look at our Egypt and The Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).
