LMD and LA7 Unveil a New OOH Take on Work-Life Balance at Mindset
For the longest time, office spaces have been synonymous with monotony and routine. But now with the latest collaboration between LA7 and LMD comes Mindset, the first office villas in Sheikh Zayed, and the world of office space developments in Egypt will never be the same.
Building on the success of their previous campaign with Being, LA7 and LMD returned to the West Cairo OOH scene with Mindset, their latest collaboration. The campaign dominated the West Cairo OOH scene, with the meticulous selection of key locations on the 26th of July Axis as well as the Cairo-Alexandria Desert Road, placing the ads in high-visibility locations, maximizing viewership. Visually, the campaign used two visuals, with each one serving a different purpose. The first served as the announcement of the collaboration. The second, however, leaned into a clever contrast, pairing unexpected imagery with direct messaging. At first glance, the snapshot of an exterior office space feels slightly unfulfilling, prompting a second look. That curiosity is immediately answered by the copy, which reads, “The first office villas in Sheikh Zayed.” In that moment, image and text come together seamlessly, delivering a simple yet highly effective visual narrative.
When two developers of this caliber come together, expectations are naturally high, and Mindset rises to meet them. From the clarity of its OOH execution to the ambition behind the project itself, the campaign signals a shift in how office spaces are created, positioning Mindset as a development that redefines what work-life balance can look like.
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