INSITE OOH Media Platform

Cairo meets Karim Mahmoud Abdelaziz and Dina El-Sherbiny not in a love story, but in its aftermath, as Divorce Me unfolds across the city’s streets.

The new billboard campaign of the two actors, Karim Mahmoud Abdelaziz and Dina El-Sherbiny, is impossible to ignore, not only because of the striking blue background but because the image they are projecting captures a dynamic where one could clearly hear the arguing, the laughs, and the chaos silent behind it. This is a billboard announcement that does not only announce a cinematic release but even stages it.

One look at this poster, and the visual chemistry punches through. Dina El-Sherbiny is leaning on Karim with desperate overtures, her face contorted in a mix of plea and comedic gesture. Karim, bearing an official divorce paper with ecstatic glee, sports a merry glint that is just right for a rom-com. Even an unspoken dialogue is unnecessary here, their gesture speaks volumes about the presence of an intense and yet highly comedic relationship. 

The large Arabic font of the title at the right corner of the billboard features a playful touch to the overall design of the title, reflecting the overall dramatic yet jovial theme of the film. The English title “Divorce Me” and the date of release “December 24” are neat and easily legible.

Credits and partners below are handled with controlled subtlety, as though it is all part of an effort not to upstage the powerhouse of cast and plot that occurs above. Within a city that frequently has billboards that aspire to either glamour or shock value, ‘Divorce Me’ exemplifies success through charm, personality, and the ability to be funny and relatable. They start engaging viewers with a story long before stepping into a movie theater. 

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.