This summer, Cairo’s streets and highways have been dominated by the familiar faces of the Malek brothers, Ahmed and Hassan, fronting WE’s latest “WE Gold” campaign. The out-of-home (OOH) rollout is bold, colorful, and strategically designed to fuse telecom innovation with aspirational lifestyle marketing, after their previous pop-up. The campaign visuals place the Malek brothers in active summer scenarios; smiling on the beach, skydiving, driving nice cars, or simply having regular moments as they scroll on their phones. The slogan “Our summer can't be missed) anchors the creative into a seasonal emotional hook. Instead of technical hype regarding connectivity, WE connects its 5G product and WE Gold rewards to the excitement of summer activity and the assurance of being constantly connected. Casting Ahmed and Hassan Malek is a strategic move. Both actors resonate with Egypt’s youth and millennial demographics, making the ad emanate a mix of charisma, relatability, and aspirational energy. Their presence signals WE’s push to blend entertainment and lifestyle branding into its telecom identity, a shift that has become common among competitors like Vodafone and Orange. Each billboard captures the brothers in motion or leisure, placing smartphones at the center as the enabler of these moments. A strong reliance on deep blue and bright gradients mirrors WE’s brand palette while evoking the sea, sky, and freedom associated with summer. Short, bold Arabic taglines like “Millions in Cash” emphasize reward incentives, while the repeated “5G” markers reinforce the telecom innovation message. The campaign has heavy concentration in busy areas of Cairo, particularly in highway and urban commuter corridors. This exposes not only urban youth but also working professionals and family travelers during the summer months. The pairing of major roadside billboards, towers, and bridges achieves maximum visual repetition and effect. Having the Malek brothers associated with the campaign gives WE cultural capital and visibility. Embracing summer experiences as the basis for 5G makes the promotion timely and lifestyle-relevant. Emotional resonance (youth culture, lifestyle, fun) is complemented by concrete rewards (cash prizes, bundles, offers). There is a consistent design language throughout placements, aiding recall. This campaign signals WE’s intent to compete aggressively in both perception and market share. By blending lifestyle marketing with technology, the brand narrows the gap between being “just another telecom provider” and becoming a lifestyle enabler—a positioning long mastered by its competitors. In short, WE's OOH campaign from the Malek brothers is not about 5G; it's about youth, vibrancy, and summer experiences wrapped in aspirational imagery and cultural money. The campaign beckons WE to be a brand that understands Egypt's young shoppers: always connected, on the move, and always chasing the next big moment. To get more information 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.
