Keeping up with last year’s tradition, Emirati shopping retailer and business tycoon Majid Al Futtaim has launched an Out-Of-Home campaign for Ramadan to promote their donations initiative. The campaign depends on the ad copy “What are you donating?” along with the call-to-action “During Ramadan, be an example in giving”. The artwork includes an image of a mother and child holding objects and seen from the inside of a donations box very similar to last year’s box, and also features all Majid Al Futtaim shopping malls in Egypt, and invites viewers to drop their donations at any of them during the Holy Month. Launched during the second half of May, the campaign uses flags, uni-poles, billboards, mega signs, and double-decker poles in various locations across Greater Cairo.
