Egypt’s music icon Amr Diab is back in the spotlight with his latest album Ebtadena, and Cairo’s skyline is now a testament to this major release. In collaboration with Sony Music and Pepsi, a bold new outdoor advertising campaign has taken over the city’s billboards, creating buzz and anticipation among fans and passersby alike. The campaign's principal billboard has a pure white background, uncluttered and clean, featuring a dramatic photo of Amr Diab with a big smile and dark glasses. The album name (Ebtadena), which translates to We started, is written in elegant, flowing contemporary calligraphy looking like a signature and accompanied by the logos of Sony Music and Pepsi at the edges. This minimalistic design decision is a calculated acknowledgement of minimalism, where the message can take center stage without visual distraction. By not cluttering the layout, the billboard relies greatly on Amr Diab's iconic status and the mystique of the lone word to generate curiosity and conversation. Ebtadena is filled with undertones of creation, movement, and power. It's like an invite to join Amr Diab on a new musical journey. To dedicated listeners, it signals the start of a new chapter in his existence, and to infrequent users, the billboard acts as a tempting trailer that inspires them to hear the album. With Ebtadena, it is clear that Amr Diab is not coming out with an album, but establishing the mood for the summer, and Cairo's streets are his stage. 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.
