Parallel to their participation in real estate exhibition AQARI as one of the silver sponsors, Maalem Group has just launched an awareness outdoor campaign for their developments in New Cairo. The ads alternate branding billboards with artwork that showcases a young family of five – counting the dog – over the background of a luminous sunset. The ad copy plays with the meaning of the word “maalem”, translated as “landmark” and emphasizes the conceptual importance of a home with the message “Your home is one of the landmarks of New Cairo”. The brand’s slogan “We are committed to the best” is also included. Large and X-Large uni-poles and Gates spread this campaign in selected locations across the Greater Cairo.
