In Ramadan, certain industries rise up the most on Cairo's billboards, releasing seasonal campaigns to get the most out of the 30-days of generosity with a feisty fight over the best OOH locations and the highest exposure among the OOH clutter. This year, although the numbers of OOH campaigns are not the usual, Bait Zakat did not miss the chance to appear with one to keep the act of kindness running as it is their main goal. The house of good deeds is calling the audiences to donate to their charity as they call it البيت الكبير which translates to “The big home”, integrating the ad copy with the visuals, using a hand forming a rooftop over the ones in need’s heads, in a metaphor that explains how your Zakat is considered a home for those who are desperate to be taken care of financially. The ad copy also clarifies that the Charity House is “Under the supervision of the Grand Imam of Al-Azhar”, adding all their contact information, including their bank accounts and a CTA for everyone to “Stay home” written in Arabic. Seen on uni-poles, double-decker poles, mega-signs, and billboards, the big media plan appeared in the very last week of April to catch up with the Ramadan vibes, spreading across various locations in Greater Cairo.
