Set against a bold yellow backdrop, SERAC’s latest OOH campaign in Sidi Abd El Rahman catches the eye with simplicity and purpose. The billboard features the Arabic word Shamasi, umbrellas in English, stretched confidently across the space, paired with minimal text that hints at something more than just a location. It’s a visual nod to the North Coast's summer rhythm, where style, ease, and atmosphere take center stage. Rather than overwhelming the viewer with clutter or hard-sell tactics, the campaign leans into cultural familiarity. The hashtag #Yalla_Shamasi adds a playful, shareable layer, inviting people to join in on a collective summer experience. A closer look at the fine print reveals a carefully crafted message that frames the project as more than just a getaway. It speaks to a lifestyle where chilling out is not a break from life but an essential part of it. Positioned on a high-traffic route leading to one of Egypt’s top summer destinations, the campaign strikes a chord without trying too hard. SERAC’s approach is both confident and relaxed, relying on emotional resonance rather than noise. The result is a campaign that feels refreshing, relatable, and perfectly timed for the season. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo.
