A distinct, unfamiliar campaign from CIB just got published on Cairo’s OOH spots to promote something away from banking: sustainability! The previous CIB campaign wasn’t about the services the bank offers; it was about the Egyptians Squash Championship that was held in 2021. In the current campaign, the bank took a different approach as a branding campaign; the bank announced its green initiative as they declared to decrease its carbon emissions to 22%. The bank’s billboard artwork is branded to a tee; you can get it from the first glimpse that this campaign belongs to CIB, maybe because of the signature blue, or it might be the globe motif placed decently on the right side. Interestingly, the line “the material that’s used in this ad is recycled” makes us believe that the billboard material is reprocessed; excellent move and very significant, primarily when this campaign is published coinciding with COP27. It’s worth mentioning that CIB participated in COP27 with 5 panels discussing topics related to sustainability and banking. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.