INSITE OOH Media Platform

For its newest out-of-home campaign in promotion of Gates Developments, beachfront development LYV Ras El Hekma has created playful images out of construction equipment by simply combining excavators and concrete mixers with common summer snacks.

Following their previous OOH campaign, the first image features a creative combination of a concrete mixer and an ice cream scoop, while another image turns an excavator into a crab claw. With the tagline “Construction Is Happening,” the real estate campaign ensures that people are aware that construction work is underway at the development, but with a light touch, rather than with the usual construction updates. The contrasting visuals used in the campaign create an optical illusion, causing motorists to take a second glance.

Against skies and coastal backgrounds, the visuals make references to the feel of Egypt’s North Coast and tie the construction to the way of life that will be offered once the development is completed. Whether it’s an ice cream cone or a little crab by the sea, every one of these visuals makes reference to summer without using obvious beach visuals. It’s a clever and straightforward way of letting the buyers know that construction is ongoing. 

The red LYV logo is the main visual cue of the campaign while the project name and the Gates Developments logo can be seen clearly without competing for the viewer’s attention. The idea of split screens gives a false impression of how the machines seem to fit perfectly in the playful visuals. Used as the backdrop for the advertisement is the scenic view of the coast, thereby helping emphasize the seaside nature of LYV Ras El Hekma.

Gates Developments manages to show that construction updates don’t have to be boring through the use of this advertisement. Cranes turn into crabs and concrete mixers into ice cream scoops – LYV Ras El Hekma has given a twist to the traditional construction updates through its latest OOH campaign.

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