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Real Estate developer Arco launches a new OOH campaign to introduce their latest project “CityStars Al Sahel” on the North Coast.
With FC Barcelona footballer Neymar Jr as brand ambassador, the new beach project will offer pristine stretches of sand beaches amid luxurious and exclusive home designs.
The ads showcase football star Neymar Jr in friendly and amusing poses over bright, colorful backgrounds. The slogan “Live more, play more”, though overused by sports brands in the last few years, adds to the casual, playful tone of the campaign. Interesting to note that the campaign uses the same photos as Neymar’s foundation campaign, with Instituto Projeto Neymar clearly visible on his T-shirt – a non-for-profit entity that carries out sports and educational activities to help socially vulnerable children from the footballer’s hometown Praia Grande in Brazil.
The colorful summer campaign can be found on Megas, Gates, Special Set-ups, Double-decker poles, and Triple-extended uni-poles on all major roads across the Greater Cairo.

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