WE has been rocking the OOH scene in Egypt in the summer of 2021, such as their previous promotional campaign featuring celebrities like Dina Dash, and their recent awareness campaign dazzling the masses with "WE Space" bundles that have enhanced internet speeds in Egypt. WE has popped back up on Cairo's billboards, stronger than ever, with a powerful and inspiring OOH campaign, celebrating and congratulating the Egyptian Champions of Tokyo's Paralympics 2020. WE has an active Corporate Social Responsibility Policy that it reflects in most, if not all, of its adverts.  

The influential awareness campaign uses the main tagline that translates to "Our Heroes in Tokyo, Congratulations on The Victory, You Have Honored Egypt", which is such a mighty statement, suitable for the significance of what these heroes have accomplished. The outdoor advertisement portrays the Paralympic Champions of Tokyo 2020; Bronze Medal Champions Hany Mohsen and Mohamed Sobhy in weight lifting, and Silver Medal Winners; Fatma Omar, Mahmoud Sabri, Sherif Othman, and Rehab Radwan, in weightlifting. 

The champions are photographed wearing the Egyptian flags proudly, with said flags looking like superhero capes, showing the word "EGYPT" in Japanese right behind them in neon white. The champions are aesthetically portrayed with WE's purple brand color as the background symbolizing royalty and prestige. The color meaning for purple is connected to power, nobility, luxury, wisdom, and spirituality, making it a perfect color for the campaign. Each champion's photograph is also taken separately for individual campaign visuals that celebrate the uniqueness and greatness of each champion. The ad copy also highlights that WE is the Official and Primary Sponsor for the Egyptian Paralympic Committee, while portraying the committee's logo on the billboards. 

To find out more on WE's campaign, check out Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo and Dubai, which will provide you with details regarding campaign types, kinds, locations, budgets, media plans, and more. 

The Art & Science of OOH

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