UAE singer and beloved Arab pop icon Hussain Al Jassmi is back on Cairo’s billboards with a new OOH campaign for his album Hj2025, a quiet but powerful comeback that hits just the right note. His last billboard in Egypt was nearly a year ago, and this one feels like it matured in the silence. No teasers, no viral antics, just a clean, steady reentry into public space that somehow makes room for nostalgia and newness all at once. The billboard creative leans into softness. No overwhelming text, no explosive graphics, just Jassmi’s portrait, poised and slightly smiling against a gradient backdrop that fades between deep navy and twilight blue. The Arabic word Kiyasi” sits beside him in crisp white, delicate enough to feel handwritten but confident enough to carry weight. The entire visual breathes. There’s intention in the space, a kind of humility in the layout. Even the logo placements are simple, minimal, tucked know their place. The effect? It doesn’t beg you to listen. It makes you want to. 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.
