As Egypt’s real estate sector continues to expand with ambitious projects and modern architectural concepts, Rock Developments has taken to Cairo’s streets to promote the launch of Phase 2 of Rock Yard, located in the sought-after Sheraton Heliopolis district. The campaign uses bold outdoor visuals to communicate the distinctive appeal of “Double Height Apartments” and it does so with an unexpected twist. A memorable life-size giraffe standing inside a luxurious, double-height living space is first to catch the eye. The creative choice is both surprising and smart, with the giraffe instantly symbolizing height, and placing it indoors exaggerates the sense of vertical space in a way that’s both humorous and attention-grabbing. The visual acts as a strong metaphor to support the slogan “Double Height Apartments”, while also highlighting the location “Phase 2 in Sheraton Heliopolis.” The ad copy is also sure to give an honorable mention to the developer, noting “Rock Yard by Rock Developments,” alongside the hotline 19502. Other branding billboards hold the brand slogan “Legacy of Trust,” anchoring Rock Developments as a dependable name in the market. The Rock Yard billboard campaign is proof that real estate advertising doesn’t have to be dry or overly corporate. With one bold visual and a clean message, the campaign manages to be both lighthearted and premium, playful yet persuasive. 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.
