Following their introductory OOH campaign last December, real estate developer Gates has released a new outdoor initiative to announce their first residential project in the New Administrative Capital of Egypt.

With former football players Ahmed Hossam and Hazem Emam posing in the style of Pablo Escobar, the ads display images of colorful home units that seem to recall the typical Caribbean designs. Clashing the campaign’s concept, the slogan invites viewers to “Live Spanish” under the project’s name “Catalan” – perhaps a strange mix of three different cultures for just one compound.

Launched during the second week of March, the campaign has gradually extended on the highest-trafficked roads of Greater Cairo with large format OOH, like uni-poles, double-decker poles and mega signs.

Gates presents Catalan, their first project in New Capital-00
Gates presents Catalan, their first project in New Capital-00

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