INSITE OOH Media Platform

Cairo’s skyline has a new showstopper, and Kavi’s billboards aren’t just seen, they’re impossible to ignore. 

The new series of billboards lining Cairo for Kavi by Karma Urban Developments does more than announce a mixed-use development, it sets a moment occurring. In contrast to the frenetic pace of New Cairo, the billboards stand as a deliberate pause, a striking visual that asserts attention through its clarity and specificity. And at its radiant, attention grabbing center is a cryptic figure clad in high, unbroken red; a broad, sculptural hat covering the eyes, an unbroken turtleneck stretching down and off-frame, and a composition so clean that it seems to be architectural. The character is suddenly an icon, not a character, representing the brand's poise and confidence and, almost, a sense of transcendent clarity of purpose.

On the calm blue spectrum, the colorful elements of the campaign form the first language. The contrast between the calm blue of the sky and the strong, commanding red helps to draw attention. The contrast between the serene blue sky and the strong commanding red helps to draw attention. The ad copy reads the campaign slogan “Inspired by vision. Grounded in wisdom.” It is not a slogan but a philosophy that is reflected in the billboard's design. 

The minimalist typography helps to reinforce this clarity. The “KAVI” branding prominently features on the right side of the billboard, being sufficiently ample to make an impression without overdoing the display. Just above the branding, the specifics of “Mixed Use Destination, Commercial, Admin, Clinics” are displayed in clean typography, easy to read immediately while cruising. In addition logos of the supporting partners are strategically arrayed along the bottom of the billboard. 

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.