INSITE OOH Media Platform

New Plan Developments is releasing a stunning outdoor campaign for Sadaf, its latest North Coast destination, turning the traditional billboards in Egypt into colorful expressions of summer that will celebrate the lifestyle offered by this place. In its new campaign, New Plan Developments focuses on color, typography and mood, presenting Sadaf as a brand and a lifestyle inspired by the Mediterranean seasonality.

One of the most brilliant ideas used in this campaign is its color palette. Dark blue ocean shades are combined with bright bursts of yellow that add energy to the images and create contrast, evoking the summer feeling and the depth of the sea. Throughout all the variations of the executions, such colors became the hallmark of the brand and strongly associated with it instead of its real estate illustrations.

The typeface used in the campaign makes it unique. Oversized wordmark "Sadaf" that is written in serif typeface adds elegance to it while the curled up tail of the letter "f" becomes an element of movement in the composition. This style was subtly used in the campaign execution which shows the model wearing the shell earrings that match the letterform, a thoughtful detail that creates cohesion between branding and imagery.

Following New Plan Developments’ last OOH appearance, the campaign further builds up the idea of the coastal location with the help of vivid visuals and slogans like "The Northern Coast" and "Endless Summer," encouraging people to connect the development with relaxing, sun-filled summer days on the coast. Instead of talking about the unit sizes and payment plans only, the campaign focuses on emotions and aspiration, making Sadaf seem like a place to be associated with experience and atmosphere.

However, there is one thing that could make the campaign feel more authentic. It is the issue of images that look too AI. Even though the rest of the materials is well done and looks professional, some of the pictures seem heavily faked and created with the help of an AI software. This makes them look unrealistic in contrast with all other elements of the campaign, especially because of how well thought-out the typography and colour scheme are done.

The OOH campaign for Sadaf demonstrates that New Plan Developments knows how to create a strong visual brand. With the help of distinctive colouring and typography, the campaign feels distinctly summery and easily recognizable.

To inquire more about the campaign’s types, locations, budgets, media plans, and more, visit MOOH, the monitoring out-of-home intelligence data provider in Greater Cairo.