As every year, Egyptian bakery El Abd has strived to create an unforgettable multi-channel campaign to instill that mix of sweetness and happiness typical of their campaigns. The outdoor ads display shots from their TV commercial, which mix the joy of Eid al-Fitr with the ever-present theme of the moment – Russia 2018! Circus characters from El Abd’s previous campaigns mix with football fans and the traditional sweets of the holiday in a very creative way. The campaign was launched during the first week of June and can be seen on uni-poles and gates in strategic locations across the city .
