Cairo drivers may have already noticed a new face on the city's most crowded bridges and roads: Amr Youssef, with a flat cap and sepia color, sandwiched between Dina Elsherbiny, Tara Emad, Mostafa Ghareeb, Khaled Kamal and Ahmed Abdel Wahab. The team kicks off the OOH distribution for Darwish, an Egyptian action film in 2025 set in the 1940s; a tale of a swindler against the backdrop of hazard, charm, and heroism by chance. The entertainment billboards take on a movie poster aesthetic, featuring the ensemble up front and center. Instead of having a single lead driven by the design, the characters are presented in a horizontal tableau, each posed in attire that immediately conveys role and period. Amr Youssef oozes grit and gravitas, Dina El Sherbiny, wearing a red-hot dress, radiates seduction, Tara Emad slices the frame with dark cinematographic chic, and Moustafa Ghareeb's prop of a pack of cards hints at mischief and deception. Setting leans towards golden, warm hues and classic building architecture, a nod to Cairo in the 1940s, and title Darwish is rendered in sharp, geometric Arabic letters, large enough to penetrate speeding traffic. The copy is clean: August 13, in theaters. The only other suggestion is the age rating (+12), which shows an open-ended audience base. The ad campaign relies on star power. Through the use of instantly recognizable faces, the billboards are identification and interest-driven rather than descriptive explanations. No taglines, no long teasers; the intrigue is in what these stars are doing together in this universe. Period-piece production also sets Darwish apart from the tide of contemporary Egyptian comedies and dramas, creating it event cinema with cinematic substance. Through a synthesis of action tropes (guns, cards, grit) and glamour (designer clothes, brazen postures), the movie expands its audience across generations. The billboards appear on Cairo's main arterial roads: flyovers, bridges, and highways with high dwell time due to bottlenecks. The repeat placements on a number of routes aid recall, ensuring that drivers view Darwish at least twice before the opening date. The elevated positions and large-scale implementations are where visibility is optimized, turning each billboard into a cinematic reveal over the city. For more on this campaign and others, head to Monitoring Out of Home (MOOH), the dedicated media intelligence agency and analysis system active in Cairo & Dubai, to reveal all details about the campaign such as the campaign type, kind, location, budget, media plan, and more.
