INSITE OOH Media Platform

“Break the Routine. Break the Rules.” The phrase flashes in bold red and white as Cairo commuters move along the highway, a clear sign that Begonia Walk has returned to claim its space on the city’s billboards. Launched by Menassat Developments, Begonia Walk is positioned as the vibrant commercial and lifestyle extension of Begonia Residence in New Cairo. Since establishing its presence in the capital a year ago, Menassat has steadily woven the project into the city’s visual fabric, and this latest campaign brings the message home.

The visuals are sharp and consistent: oversized blocks of red and white framing bold typography, paired with clean product shots that range from watches to shopping bags. Each creative carries the same assertive call to action “In Case of Shopping / In Case of Business”, inviting viewers to rethink everyday experiences as something more stylish, more intentional. The hotline, 19702, is neatly placed for clarity, reinforcing accessibility, while the Menassat Developments logo sits confidently at the base of the pillars.

The creative direction leans on simplicity and repetition. By using a stripped-back palette and bold copy, the campaign ensures visibility at speed and scale, especially when wrapped around the metro pillars and lined across main highways. It’s a strategic choice: no clutter, no distractions, just a direct visual imprint that builds memory over time.