Cairo's streets have recently been taken over by a brand new campaign by El Sobky Film Production, promoting their new movie, Rocky El Ghalaba. With a bold billboard design and star-driven visuals, the campaign is already creating buzz and gaining momentum in advance of the film's release on July 30. Overlooking high-traffic roads and high-traffic zones, the Rocky El Ghalaba Movie billboard is a splash of color, attitude, and action. The innovative artwork is explosive and cinematic with the backdrop of speed racing in the form of crashing containers, blazing cars, and a fight scene, all screaming adrenaline. In the center is Donia Samir Ghanem, playing the title role with tough resolve, braided hair, fingerless gloves, and warrior's pose, flanked by Mohamed Mamdouh and Mohamed Tharwat. The harsh yellow font used for the title of the movie, Rocky El Ghalaba, and its English translation, ensures that the campaign will be noticed by Egyptians from all walks of life. 30/7 is conspicuously put on display in a light box, alongside the writing and production credits, specifically Ahmed El Sobky and Karim Youssef. This billboard does more than advertise; it initially entertains with its movie-like aesthetic, mimicking the design of a real movie poster rather than the usual billboard. 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.
