INSITE OOH Media Platform

Dreem’s latest outdoor campaign takes over Cairo’s billboards with striking colors, oversized product packs, and a clear message: “Dessert, reimagined.” With Nelly Karim leading the visuals, the brand introduces its new identity in a way that feels confident, familiar, and impossible to miss.

The billboards lining the main roads display the actress Nelly Karim as the face of the new Dreem era, standing confidently side by side with massive packs of Dreem’s revamped products. The design of the billboards is very striking in its simplicity. In one billboard, a deep red background surrounds Dreem Strawberry Jelly, with the star sitting casually, holding a spoon and a plate as if encouraging people to taste the change for themselves. The deep red color not only highlights the strawberry flavor but also accentuates the appetite factor while emphasizing brand recall through color dominance.

The next billboard introduces a warm caramel color scheme, featuring Dreem Crème Caramel. In this billboard, Nelly Karim poses confidently in earthy tones that complement the golden layers of the dessert. The pack of the dessert is enlarged to almost architectural proportions, making it impossible to overlook from a distance. The Arabic slogan translates to “Dessert, reimagined,” while the smaller text below it reassures loyal customers “With the same taste you love.” 

A third execution brings Dreem Whipping Cream with a bright blue background, with a rich, high-end look, again emphasizing quality, while the simple design communicates modernity. In all the boards, the simple designs remove clutter, allowing the viewer’s eye to move effortlessly from celebrity to product to message.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about the Dream campaign.