The newest campaign by MIST, a project from M Squared, makes a statement on Cairo’s streets, with three visually unified but individually striking billboards. Through the new campaign, MIST not only promotes homes, but a lifestyle. The first two billboards feature architectural renderings prominently spotlighting modern, contemporary villas, as well as apartment-style buildings. The rendering is crisp, with warm inviting lighting, and surrounding greenery that complements it very nicely, evoking luxury, serenity, and contemporary elegance. With the campaign’s key message being to promote their Up top 10 years installments” & 3.5 Years Delivery, the billboards spotlight high-quality renders and clean architecture, suggesting exclusivity and reliability. Combining the latter with financial incentives conveys value both in the near and far term. A different ad space hosts an artistic photograph of a woman in a flowing red sitting among clouds reflected on water and framed within huge overlapping MMM lettering. The ad copy notes the catchphrases “Where life flows” and “Nestled in New Cairo’s Iconic Golden Square.” The inclusion of MMM echoes the brand M Squared, creating visual and verbal harmony. Although visuals differ across boards, featuring both architecture and. lifestyle designs, they are obviously from the same campaign. The repetitive use of the MIST logo, the 19979 hotline, and the minimalist design language offers brand consistency across all. 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.
