Madaar Development returns to Egypt's OOH scene with a two-part campaign that intertwines emotion, geography, and generational memory. The campaign showcases Azha, its stunning coastal escape in Ras El Hekma, and Kinz, their serene residential community in New Zayed, under the common tagline: Treasuring West & North's True Essence. Officiating with a poetic touch The Generosity of the Heart, the campaign doesn't so much feature homes. It talks of belonging. We’ve seen Madaar lean into elegant campaigns for their real estate before, but this campaign feels more grounded, more lived-in. Madaar strips away the usual architectural spectacle and instead hangs soft, almost cinematic portraits of women, all modestly attired, gazing out into serene landscapes. One billboard shows a woman in a burgundy kaftan standing tall but calmly against a villa horizon. Another crop close to the frame shows a smiling woman in the middle of a conversation, her face relaxed and intimate. There's tenderness here, and a deliberate softness. In a particularly smart move, the campaign also features Lebanese actress Carmen Bsaibes, whose serene and graceful presence lends an added sense of warmth and relatability. Her appearance blends seamlessly into the campaign’s visual language—elegant, authentic, and emotionally attuned—elevating the message without overshadowing it. What is smart is how the campaign relates between Azha North's relaxed, seaborne fantasy world and Kinz's more earthbound, suburban tranquility. Both venues are given emotional descriptors to fit in with, and The Generosity of the Heart is the through thread. Kinz is an anchored home for future heritage, and Azha is a coastal getaway. Geographically, Madaar placed these campaigns where they would be, with Azha visuals lining summer exits from Sahel, and Kinz dominating billboards across Greater Cairo and its major expansion regions like 6th of October and the Ring Road. It's a nicely considered divide: city dwellers dreaming of permanence see Kinz. Summer vacationers dreaming of escape see Azha. For the campaign’s types, locations, budgets, media plans, and more, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo and Dubai.
