Egyptian pastry franchise La Poire has also hit the roads of Greater Cairo to join the industry-leading advertisers in promoting the traditional sweets for the Mawlid celebration. Though limited in reach and size of OOH, the campaign can be seen in selected districts of the city, portraying a delicious stack of traditional sweets to celebrate the Prophet’s birthday. With colorful backgrounds that minimize the logo's visibility, the ad copy sings to the sweetness of the celebration with graceful calligraphy and lively motifs. The campaign was launched during the second half of the month and used T-Poles, Lightboxes, and Billboards across the city.
