Amr Diab’s Summer Starts on the Billboard with ‘Habeitek’
Every summer has a face. This year, that face is Amr Diab standing on the beach, barefoot in his white linen shirt, looking out into the distance and smiling gleefully like he hasn’t gone anywhere.
Before you even push play, just looking at the OOH campaign will tell you everything you need to know about Amr Diab’s newest album, Habeitek. The Pepsi-sponsored supersized billboards with the artist in front of crystal-clear water, sun-baked beaches, and almost-unreal coastlines have been spotted all across the highways of Cairo. The entertainment campaign relies on something far more powerful: a feeling, and that makes it instantly recognizable.
Amr Diab not only creates music but also sells summers (and has been for decades). The seasonal association is a natural result of years of releasing music that has become a part of the summer vacation experience. Instead of trying to break free of it or rebrand, the whole concept of the creative idea takes the association and goes even further with it.
No frills are needed in terms of the photographs. White linens. Clear turquoise water. Blue skies without an end. The overall idea is to create a timeless atmosphere, reminiscent of Mediterranean. Even the typography is kept to a minimum. Almost autographic his signature makes the visual stand alone.
Quite unlike other information-driven out-of-home campaigns that usually flood Cairo's highways, the new poster campaign is minimalistic and relies on the awareness of the viewer. It is precisely because of that reason that out-of-home works in this case, and did in their previous album reveal via OOH as well.
This is because, whereas a social media post may be overlooked in a mere swipe, billboards are permanent additions on the journey. Thousands of drivers travelling to the North Coast get to see the same images, which makes for almost a cinematic experience as people go from urban settings to the vacation season, all through Amr Diab’s new soundtrack.
The use of billboards in this instance is purposeful. After one billboard, there come more: ten, twenty, even more. These are visible from October Bridge, Ring Road, and the various highways that connect you to the west. Pepsi and Sony Music are not just selling the album, but rather an entire mindset.
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.
Come on, tell us what you feel about this article.
Learn about this campaign budget, media plan, campaign data
.jpg)
