INSITE OOH Media Platform

NAJM has returned to Cairo’s billboards just two days after their first appearance, and this second wave feels more confident, more cinematic, and far more intentional. Where their teaser campaign was subtle, like a whispered secret, now it’s out in the open, like a full-blown declaration. "The Highest Residential Compound in Cairo" is emblazoned across each billboard in bold white font, with an inky blue sky starkly punctuated by a glowing, gigantic orbiting world below towering mountains. It’s almost like Najm Developments were pondering what if such a residential community could deliver not only height, but an entirely different world.

Another development, NAJM, operated by Royal Developments, proclaims itself to be an iconic project with its buildings standing out in height, defying Cairo’s characterful sprawl. Their brand is all about size, scope, and achievement, which is again prominently in evidence in these billboards. Each one of them follows more or less the same visual pattern: a lone character standing on a ridge with his back to us, looking intently into some cosmic ball. Clutter, layout, or screaming headline copy has no place in these: what you have is something almost poetic in its encouragement to project yourself into those shoes, looking out upon some cleaner, higher, and quieter.

The artistic direction is based on dark blue, purple, with clouds in light blue breaking in different areas on the globe. It is actually a very deliberate environment. The NAJM star sign on each unit emphasizes the heavenly environment, while the Royal Developments logo rests firmly in white on one corner, looking clean, modern, and fresh. The hotline, 19657, is prominently displayed at the bottom right corner of the giant billboards. Even in the lamppost billboards, there is consistency in their structure, with no deviation in their placement on the highway.