The Jiwar Residence Community campaign by Concrete Developments has caught the eye of Cairo’s commuters with a message that feels both personal and culturally grounded. Unlike their earlier “Concrete Worlds” launch, which leaned on a global outlook, this campaign chooses intimacy, speaking directly to the Egyptian audience through the beauty and depth of the Arabic language. The main slogan, written in Arabic, reflects thr identity, tradition, and a sense of familiarity that resonates strongly with locals. By prioritizing Arabic, Concrete positions Jiwar not only as a real estate project but as a community deeply rooted in Egyptian values and everyday life. Visually, the campaign is confident in its simplicity. The rich maroon background contrasted with clean white text delivers clarity and elegance, ensuring the message cuts through the clutter of Cairo’s busy billboards. The design allows the slogan to take center stage, leaving a lasting impression without unnecessary distractions. Through Jiwar’s OOH presence, Concrete shows its evolving understanding of the market: modern branding balanced with cultural authenticity. This campaign is less about selling units and more about creating an emotional reminder of what home should mean for Egyptians. For deeper insights into this campaign, including formats, locations, budgets, and media plans, visit MOOH, the out-of-home monitoring and intelligence platform covering Cairo and Dubai.
