INSITE OOH Media Platform

With a cast of the three beloved stars Maged El Kedwany, Huda El Mufty, and Ahmed Malek, Edita's go-to brand of baked snacks, Molto, is back on Cairo’s billboards, leveraging humor, drama, and a splash of cinemacity to affirm Molto's legendary position on the Egyptian snacking landscape.

Unlike traditional product-focused billboards or even their prior appearance, Molto's new images bet on storytelling. The billboards look like a movie poster, three familiar faces on one line, each playing a character that adds depth and interest. El Kedwany, capable of playing with words and dominating the screen, sits in the middle. On his right, Huda El Mufty glows with elegance and grit, while Ahmed Malek brings a modern, fresh vibe. The ad doesn't only sell, it invites spectators to "join the plot."

Above this cinematic background is the hero product, the new Molto Mini King. In confident, contrasting red and blue hues, the design ensures that the product is instantly recognizable, even from a distance. The tagline, in Arabic script, translates to "The King of Molto, that is not Molto." is humorous and confident, placing the snack as the ultimate yardstick by which all else is measured.

The two-billboard strategy is particularly compelling, creatively leveraging star power and story interest, while also driving product awareness. With three of Egypt's most recognizable stars, instant buzz and legitimacy are assured, and the campaign will surely cut through Cairo's noisy outdoor advertising landscape. The tagline also has a cheeky kick, appealing to the brand's young, playful target audience.

Molto's campaign reveals how Cairo billboard advertising is leaving bland product placement behind and moving on to something better. 

Looking for more information about this campaign? Visit MOOH, Egypt’s and the Emirates’ OOH-dedicated Media Intelligence Company to reveal the campaign’s OOH types, sizes, budget, locations, districts, and more.