DAIMA Properties has returned to Cairo billboards in golden-hour light and a vocabulary that plays on effortless luxury. Their new Praia View campaign doesn't just sell beachfront real estate in Sidi Abdelrahman; it sells the idea of stillness, softness, and sun. With previous campaigns already establishing DAIMA as a real estate brand of luxury living, this latest launch raises that promise to a new level. From a distance, the visuals are gorgeous: wide shots of blue, evoking peacefulness and sophistication. Warm light, soft textures, and rounded silhouettes merge nature and design, really selling that North Coast hype and location edge. The ad itself, which says Sun, Style & Serenity, is short and sensory, evoking feeling instead of conveying information. There's a subtlety to the typography and the palette that echoes the brand's aesthetic. The direction of the art is subtly cinematic. It shows various women, one of several models gazing out at the landscape; their positions loose, almost dreamy, mirroring the slogan: Sun. Style. Serenity. They’re not posing for the photograph; they’re just existing. Another billboard shows a joyous woman dressed in vibrant hues and jumping in happiness. Their existence is not performative but aspirational and grounded. There's a harmony to the billboard styling that's offered, and that is carried over in the typography too. Softer serif type styles whisper, never yell, and let the images do more than half the talking. It's a life to be lived at a reduced pace, and the campaign translates that with elegant restraint. Along Cairo's main avenues (from Mehwar to 6th of October and Ring Road highways), Praia View now appears in all kinds of billboard formats: vertical tiles, horizontal panes, and stacked split layouts that break the conventional frame. Every photograph is purposefully altered to suit its position. To learn more about this campaign and other campaigns lighting up Egypt's roads, visit Monitoring Out of Home (MOOH), the region's dedicated media intelligence platform in Cairo and Dubai, where you can view exclusive information like campaign type, format, and location breakdowns.
