There's no subtlety to Birell's latest campaign on the roads of Cairo, and that's the point. Cast in a hyper-bright, uncompromising red, the billboards appear to be screaming across the street; not in aggression, but in solidarity. Because this campaign is about what brings people together, and the wheat that makes it all possible. The advertisement, created by Al Ahram Beverages Company, goes whole hog on visual exaggeration. The red background doesn't just command attention; it dominates the entire billboard. It's the kind of red you associate with conviction, passion, and pure expression. And at the center of it all? One can of Birell, rendered so crisply it nearly gleams off the page. The product is the start and end of the conversation. Like their previous OOH campaign’s slogan, the advertising copy in Arabic translates to What's between us stays between us. It's a nod to bromance and loyalty, two emotions Birell is smartly infusing into its brand DNA. The type is compact, blocky, and heavy, echoing the masculine energy of the campaign without being too heavy-handed. And within that Arabic type, a small visual detail, a wheat icon replaces a dot beneath a letter. It's subtle, but clever: the very ingredient that defines the drink has been ingrained into the type itself. And that wheat isn't subtle in the text, either. Golden stalks curl in from both sides of the billboard like framing devices, calling attention to the can and underlining the product's staple ingredient. These aren't adornments; they're narrative to the food and beverages brand’s story and identity. The way the wheat is represented, with a slight digital sheen, makes it look at once natural and stylized, as if the entire billboard is sitting somewhere between realism and branding mythos. This is not a campaign of functional benefits or calories. It's about something deeper. The drink is there, but so is the subtext: secrecy, friendship, the things you only share with someone you know well. It's the kind of story that can spread quickly over the span of a summer evening, a football match, or a road trip with loud music and open windows. Amidst a world of cluttered, overstimulating OOH visuals, Birell's choice to go simple on design and large on color and symbolism is a risky one. It's not trying to talk to everyone. It's talking to its own people, and it knows exactly what to say. 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, location breakdowns.
