New teaser campaign “completes the sweet things”

The billboards of Greater Cairo are host to a new anonymous OOH campaign this month!
Over white backgrounds, ad copy in pink reads the hashtag “الحلو_بيكمل #” – the colloquial Egyptian proverb of “Sweet things will not be complete” seems to be the source of such intriguing message. As only artwork, we find the icon that symbolizes “loading” in a typical IT environment. Spoiler alert: do you recognize the branding pink of a famous bakery franchise of Indian origin?
The campaign was launched during the last few days of November and uses uni-poles, as well as Billboards, on selected locations across Greater Cairo.