It’s not every day that a billboard makes you pause mid-commute—but LMD’s latest reveal campaign for “Being” in New Zayed manages to do just that. After weeks of cryptic teasers and a visually bold rollout across West Cairo, the mystery has finally been solved: “Being” isn’t just a name—it’s a statement, a mood, and an invitation. A few weeks ago, commuters were greeted by a minimalistic campaign that simply read “being” with no additional clues—no product shots, no contact details, just the word and a symbol. The intentional ambiguity piqued curiosity, spurring online discussions and speculation. The teaser was a masterclass in restraint, using simplicity to drive attention. Now, with the reveal phase live on the ground, LMD has connected the dots and revealed the full story behind the brand’s new vision. The new billboard spells it out: being WELL at WORK. Positioned confidently beside a sharply dressed professional holding a laptop, against a backdrop of sleek modern architecture and lush greenery, the ad paints a clear picture—this isn’t your typical business park. It’s not just about buildings or office space. It’s about balance. It's about creating a new lifestyle model where business productivity and personal wellbeing coexist. The campaign also introduces a key collaboration with LA7, suggesting a tailored approach to wellness-infused business environments. The line “launching MINDSET business concept” doesn’t feel like corporate fluff—it signals a shift in what people expect from workspaces. We’re no longer in the era of fluorescent-lit cubicles. With this campaign, LMD is positioning Being as the next step in the evolution of professional spaces—where the mind, the environment, and the workflow are in sync. Visually, the ad blends boldness and calm. The red-checkered suit and mirrored glasses of the central figure echo confidence and individuality, while the green surroundings nod to tranquility and design-focused living. The use of typography—alternating between structured and handwritten fonts—mirrors the concept itself: the structured world of business meeting the fluidity of wellness. From a marketing perspective, this campaign is a strong follow-up to its teaser. It builds on the suspense of the initial ads without overwhelming the audience with information. It answers the questions posed by the teaser, while still leaving room for future brand storytelling. And perhaps most importantly, it cements “Being” not just as a location, but as a lifestyle and a mindset. In a landscape where most real estate campaigns lean on cliché promises and overused slogans, LMD’s “Being” stands out by being—simply—different. It’s subtle, stylish, and above all, smart. You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, The Emirates OOH-dedicated analysis system, and Media Intelligence.
