Mohamed Anwar and Malak Koura, two actors who know how to hold a crowd, are front and center on Banque Misr’s latest billboards. This time, however, it's not about cinema or television; but an aspiration to actualize plans into reality. Whether it is business expansion, a school trip, or new furniture, Banque Misr's Express Loan has been advertising its message across the busiest highways in Cairo since 2 June, reminding commuters that big dreams need not be an out-of-reach affair. The imagery rests on its relatability. Mohamed Anwar and Malak Koura pose confidently in front of earthy, warm-colored backgrounds, adding a touch of humanity to the campaign that offsets the tough facts typed next to them. The words lay it out in no uncertain terms: Develop your project with the Express Loan financing of Banque Misr up to 5 million EGP, with just 5 documents, and approval in 5 working days. The call to action is just as direct, telling viewers they can apply online from anywhere or walk into their nearest branch. And then comes the line that ties it all together: “One day… your name will be known by everyone around you.” It’s both aspirational and personal, aligning the campaign with the everyday dreamer who wants to scale their work and see it recognized. The green and earthy tones of the billboards underline stability and trust, while the actors’ presence brings energy, relatability, and star power. To capture more information about this campaign, check out MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.
