INSITE OOH Media Platform

Powerade’s latest outdoor campaign lands across Cairo with the force of a stadium floodlight switching on mid-match.

In the center of the visual, we find four top footballers, namely Bruno Guimarães, Kaoru Mitoma, Declan Rice, and Omar Marmoush, who are arranged shoulder to shoulder as if preparing to step onto the field. This immediately adds credibility while remaining locally relevant, especially with Marmoush being at the center of the formation for an Egyptian audience. Each one of these footballers is bathed in cool, high-contrast lighting that represents the intense lighting used during a night match, further reinforcing that Powerade should be present during one’s most physically demanding moments. Each one of their facial expressions represents focus and calm, as if they have mastered, not simply attempted, their performance.

The left side of the billboard immerses the audience into the world of these athletes, while the right side provides clarity and purpose. The bold wordmark "POWER ADE." asserts itself, followed by the Arabic translation that positions Powerade as a sports drink that helps you achieve better performance through vitamins, minerals, and electrolytes. The language used is direct, functional, and confident, similar to how an athlete would think during critical moments.

The product photo anchors the whole composition, hosting the blue Powerade bottle looking chilled, solid, and ready, echoing the hydration promise it holds. The text details such as “Electrolytes,” “Vitamins,” and “Low Calorie” are positioned low and clean, rewarding the viewer with a closer look without detracting from the overall visual effect. 

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.