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Having spent weeks experiencing everything the Egyptian national football team experienced, right from every pass to every VAR call to every missed opportunity, Orange is now airing an OOH ad in Egypt which is far removed from their regular campaigns.

In the wake of Egypt’s unexpected exit from the tournament after a loss to Argentina, the focus of the discussion was on heartache, controversy surrounding the referees, and what could have been. However, after some time, frustration eventually turned into pride with one powerful tagline: “Thank you to our men. You made us proud.” 

In an out-of-home campaign in Egypt, the telecommunications company opted to forego any product messaging altogether, in favor of paying tribute to the people responsible for leading the country on what was one of its best World Cup runs in years. Orange claims it changed all of its billboards across Egypt just as Egypt’s athletes returned home. It is the timing that makes this campaign hit home.

Right after Egypt’s heartbreaking loss to Argentina, the talk on the Internet had mostly centered on the anger, refereeing controversies, and what everyone considered would have been possible had certain things gone differently. With time, however, the frustration gave way to a sense of pride. This is the emotion that Orange’s campaign capitalizes on, following their previous OOH campaign.

While not going into how everything went wrong during the final match, it pays homage to the journey as a whole, recognizing the team which brought back faith into their country and gave the fans a tournament to cherish forever. Not all great campaigns attempt to say something new. This campaign shows that Orange is on top of the cultural zeitgeist, always in tune with culture, and what's going on and relevant in the Egyptian scene. 

For the campaign’s types, locations, budgets, media plans, and more, go ahead and visit MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.