The season of football continues on the billboards of Greater Cairo, despite the sweet and sour feelings after Egypt’s games. Mirroring their TV ad, French telecom Orange has launched a new Out-Of-Home campaign communicating the spirit of Egyptian football fans during the matches: “Everyone is a coach”. Featuring doppelgangers to famous football coaches like Hassan Shehata among others conveys the idea. The ad copy which can also be seen on the ads delivers the same message “Egypt is playing … Cheer coach”. Using large uni-poles, gates, serials, double-decker poles, and billboards in various locations across Greater Cairo, the campaign has been spreading since the third week of June.
