This billboard ad in Cairo is delivering results. They’re clean, commanding, and hard to miss — a visual takeover by Paragon Developments for their latest project launch. The real estate campaign marks the rollout of “WORK IN,” Paragon’s new phase of serviced offices located in PARAGON.3, directly across from Egypt’s Presidential Palace in the New Administrative Capital. These billboards are a visual metaphor for Paragon's value proposition: bold presence, forward-thinking, and cannot be missed. It's not Paragon's first rodeo painting the city with bold fonts, like their last campaign. With a track record of earlier sell-out success of smaller office spaces (15 and 20 SQM), Paragon has been constructing incrementally a reputation for marrying intelligent design with intelligent investment. But here, the message is yet more concise. WORK IN isn't a command — it's a vision of what office living might be like in Egypt's emergent growth business district. The creative solution is maximal simple; gigantic green backdrops, all-cap letters, and a black-and-white contrast that hollers clarity. It's minimal in color but maximal in real estate visibility. WORK IN is presented vertically and horizontally down the city's busiest arteries, and the word PARAGON cuts across the green like a brand mark — big and recallably instant. The Arabic version continues the pan-MENA, bilingual coverage, and aesthetically attractive design touches like hotline number (15063) and top-level domain (.dev) subtly prompt viewers towards follow-up action without clutter. It's billboarding strategy ideal: repetition without fatigue. The green is bold against Cairo's visual noise, oscillating between Google-self-assurance and WeWork-sheen, but with a clear, local flavor. Paragon's billboard locations are targeted. They engulf the arterial roads that bisect and encircle the New Administrative Capital — the very places the project itself derives its name from. From grand flyovers and business park gateways to congestion-ridden streets like the Suez and Sokhna highways, the billboards serve as spatial breadcrumbs to the project's center. It's designed location-based: placing the brand in the direct path of startups, SME decision-makers, and investors traveling to Egypt's future business center. For more on this campaign, check out Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.
