Li Auto’s Cairo Billboards Reframe the Road as a Statement of Luxury
Cairo’s roads meet a new kind of luxury with Li Auto’s outdoor campaign.
The billboard is more of a structural instance caught in the state of motion than an advertisement. It marks the entry of Li Auto to the Egyptian market. A large, modern architecture swoosh curves behind the vehicles, putting the scenes into a higher class. The atmosphere appears to be high-end but reachable, matching the slogan “Live Luxury. Live Li."
The positioning of the trio of cars, the L6, L9, and L7 is done in balance, each car having its own space without fighting with the others to occupy more ground. The positioning generates a rhythm from left to right. The reflective flooring under them is an added cinematic effect, tangible in its ability to hold the cars firmly while accentuating them. The reflection is more of an enhancement and less of an ornament. It is able to accentuate refinement, polish, and control better than extravagance.
The pastel blue and brown of the architecture complement the colors of the vehicles contrastingly, making each one distinct but a part of a larger whole. The logo placement is smooth and comfortable, blending with perfection into the background without disrupting the visual.
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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