INSITE OOH Media Platform

The 28th edition of Cairo ICT, one of the region's most preeminent tech trade fairs, is taking over the city's billboards with a crisp, commanding visual rollout ahead of its November 16-19 run at Egypt International Exhibition Center. With bold text, minimal color palettes, and a sleek digital grid aesthetic, the Trade Fairs International campaign sets the tone for what tech in Egypt should look like in 2025. One of the most awaited sectors in Cairo ICT is that of PAFIX, the International Platform for Financial Innovation, and this year it has its own spotlight at the event, courtesy of the Central Bank of Egypt.

Following their last OOH campaign, the main headline, "Where Future Shapes Technology," echoes across bridges and highways like a quiet challenge to the region's digital stakeholders. Everything is clean and modern: Large sans-serif typography confidently sits atop black and metallic backdrops, mirroring the futuristic infrastructure of the tech world. The only splash of color? Electric blue gridlines, pixelated accents, and digital glows; nods to networks, data transfer, and the power of intelligent systems.

This year's theme, "AI Everywhere," is subtly encoded in the visuals. Without explicitly spelling it out, the aesthetic says it all in this campaign. It's a design decision that mirrors the essence of AI itself: integrated, seamless, quietly revolutionary.

With a focus on digital payments, cybersecurity, sustainable innovation, and financial inclusion, the positioning of PAFIX 2025 cements its spot as the region's intelligent transformation hub. That positioning comes through visually too: refined layouts, serious color blocks, and a tone of authority that doesn't beg for attention-it earns it.

This year's outdoor placements span high-traffic corridors in Cairo, done with the same measured, minimal approach that tech giants like to use: let the presence speak without overexplaining. It knows who it is talking with: business leaders, government decision-makers, fin-tech innovators, and digital natives. These are people who don't need the extra flash to recognize relevance, who need clarity, presence, and a clear signal that the future is already networking. 

For deeper insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.