Al Waheed Developments takes off on Cairo’s billboards for the very first time with an arresting outdoor campaign, driving home clarity and simplicity in its slogan Direction is Yours. The billboards have a straightforward yet efficient design using rich green and white backgrounds of high contrast, which give off a sense of stability, growth, and sophistication. The latter being a cluster of values closely associated with the real estate sector. The typography is modern and sophisticated, while the bilingual approach, noting the ad copy in both Arabic and English, offers inclusivity and accessibility to large audiences in Cairo. One of the most powerful aspects of this campaign is how minimalist it is. Against the sometimes cluttered outdoor advertising backdrop of Cairo, these billboards stand out specifically because of their minimalist nature. The absence of distracting images or excessive information means that passersby can see nothing but the promise and the name of the brand. The phrase In the blur of life, find your direction resonates with the contemporary urban lifestyle, when hectic living leaves individuals ravenous for concentration and purpose. Al Waheed presents itself as the impetus for finding this stability, reminding prospective homebuyers or investors that finding the right residence or investment can anchor one's life. 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.
