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Stretching across Cairo’s roads with a bold, fashion-forward visual language, Axent Mall’s latest outdoor campaign stands out as one of the season’s most distinctive billboard appearances.
The deep blue background provides an excellent anchor, which helps to focus maximum attention on the subject. The model’s suspended pose with an angle to the camera provides an extra sense of momentum, as if the shopping mall itself has been launched as a place where dynamism and sophistication coexist effortlessly in perfect sync. The liquid coat’s influence on the slogan “Flow in Form, Flair in Details” creates a direct live example of the same rather than a background statement to emphasize it.
Typographic elements are critical in conveying the tone of the campaign. The sharp, geometrical logo of the Axent Mall aggressively draws the viewer’s attention to the need to establish the brand without dominating the graphical elements. Concurrently, the clean white slogan creates contrast to provide a clear, readable message at a distant range, which is critical in a billboard situated along fast-moving roads. Finally, the message to be conveyed by the billboard has a double interpretation. It refers to the architectural essence of the Axent Mall but also promises access to experiences attuned to the styles of the future to be created. The rhythm of the words in the copy corresponds to the composition of the billboard.
Although it appears to be more fashion-forward, it seamlessly connects to real estate by highlighting how the mall is not just a location for commercial purposes, but also an area defined by its design sensibilities. The billboard serves as an invitation for pedestrians to connect it with elegance and attention to detail, implying that it is a development targeting a contemporary, fashion-savvy audience. Even in its detailing, such as where it lists the location “New Cairo,” it indirectly communicates with residents and investors in that community, where it is set up in one of the most rapidly growing and competitive areas.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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