Egypt's favorite juice brand Aslan burst onto the country's billboards with a vibrant new campaign spearheaded by singer and megastar Mahmoud El Esseily. Placed under the tongue-in-cheek heading De Demaghy (That's My Vibe), the food and beverages campaign takes the road of humor, personality, and color to communicate with viewers, placing Esseily at the center of a range of fun situations that echo the brand's energetic personality. The imagery is decidedly summer and light, affirming Aslan's position as the refreshing, unrestrained choice, similar to their last fruity OOH campaign. Throughout the billboards, Esseily poses in numerous scenarios that bring to life the juice cartons, like around a pool, and in a fruit-filled fantasy. With a striped shirt on, Esseily drinks Aslan juice with a cartoonishly happy expression, surrounded by friends and floating flamingos. In the background, the action depicts relaxation, sun, and fun, much like Aslan as the unadulterated summer pleasure. Another billboard places Esseily's head protruding from behind a mango background, with the carton of juice blown up next to him. It's a cheeky nod to the fruit-inspired transparency of the brand. Another version has him dispensing juice in a casual, bar-like setting, securing Aslan's flexibility and street-level coolness. In multiple shots, Esseily's cheeky smiles, raising an eyebrow, smirking, or presenting the carton to the camera, offer humor and normality, drawing the billboards out from more refined and restrained beverage campaigns. One picture puts him before a neon cityscape, expanding the brand's persona beyond sun-kissed pool days into late-night vigor. By hiring Mahmoud El Esseily as De Demaghy's brand ambassador, the brand turns drinking juice into a statement of personality and attitude, and a step as bold and rejuvenating as the product itself. The creative approach achieves a balance between humor and exposure for the product. Each execution positions the juice cartons as the focus, whether by oversized containers, having Esseily stand with it in front of her, or fruit imagery filling out the background. The De Demaghy tagline brings everything together so that Esseily's assertive presentation brings the words to life regardless of the situation. The campaign blankets Cairo's primary highways and congested city thoroughfares, from 6th of October City and New Cairo through to central downtown billboards. By combining extremely visible placements with Esseily's mass popularity, Aslan ensures brand recall and cultural pertinence during scorching summer conditions. You can reveal more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.
