INSITE OOH Media Platform

Cairo is currently driving through Private’s boldest statement yet, led by the unmistakable presence of Nour El Sherbini.

The new outdoor advertising campaign from Private extends confidently across the massive billboards of Cairo, featuring world squash champion Nour El Sherbini, and does so with a subtlety that makes it impossible to ignore.

A massive purple gradient fills the billboard, complete with texture that suggests a cosmic landscape or a shimmering fabric in motion. The Private product line is then placed almost ritualistically in the center, glowing brightly against the massive background. The Arabic slogan “You are the champion” is placed with a sense of quiet confidence. Even without featuring Nour herself, only Private’s product lines, the message is clearly directed at her, but also at every woman who passes by, encouraging her to see herself in the title of the message.

The second billboard is the final piece of the narrative, featuring Nour El Sherbini posing for a striking photo shoot, serene and composed, directly facing the road. The text “Choose Private” is placed next to the brand name as a nod to the brand’s international confidence. The purple color scheme is again utilized to bring both images under one narrative. However, the presence of Nour El Sherbini brings a sense of reality to the campaign. 

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.