Vodafone is known for their year-round ads in Ramadan that spark a ton of buzz and sometimes even controversy, and they’ve hit up the OOH scene in Cairo! The telecommunication competition is fiercer than ever when it comes to ads in Ramadan, and this time around Vodafone brought in special forces in this multi-channel advertisement featuring a song by the legend Amr Diab and showcasing the beautiful family of Mohamed Salah! \r\nAfter their last appearance featuring Yasmine Abdulaziz, this campaign is playing on the emotional side that Egyptians love so much, showing snippets of its television commercial with families and friends taking selfies on Vodafone’s traditional red branding. A picture means a thousand words, indeed, with the image that Vodafone chose. Mohamed Salah, his wife, and two daughters are enveloping him in a hug that radiates warmth and gazing at him with familial love and unbreakable bond. Beaming is a small word to describe the smiles on their faces, and that just spreads joy all over Cairo’s roads!\r\nThe clever geniuses behind the typography in the billboards play around the “From” in Arabic, and make it into an infinity symbol as well. They also use a classic, traditional Arabic font to say “Thank You, From Now Until Tomorrow”, and “There Are People In Our Life Who are Our Foundation”, which feeds into our heritage and strong sentiment towards it during the holy month. Another visual displays the beloved family that is the epitome of a healthy Egyptian household, taking a selfie in their home and Mohamed Salah posting it on his Instagram, gathering millions of likes already!\r\n\r\nMonitoring Out of Home (MOOH) is here to answer all the questions you have regarding this campaign! MOOH is the dedicated media intelligence agency and analysis system active in Cairo & Dubai, where the campaign type, kind, location, budget, media plan, and more are featured.