Kafafy & El Ghonemy Developments Present Zayed Pura Residence — Purely Made for Living
A recent billboard for Pura Residence, on behalf of Kafafy and El Ghonemy Developments, introduces the development with subtle, airy visuals. Their billboard shots, along Cairo-Alexandria Desert Road and central Cairo, disclose little more than a light blue facade, an elegant serif logo, and a window. But that window has a tale to tell.
Silhouetted behind sheer curtains, a small family stands facing out a giant window. No words blocking the view. A solitary line in the lower left only: "Purely for living”, and “Zayed”. The kind of wording that doesn't promise too much, doesn't sell you on ambition or expansion or profits. It just hands you a life. That word restraint makes the real estate campaign more invitation than advertisement.
The visual design is unapologetic in its subtlety. No idealized skyline or lifestyle sequences or computer-generated renderings, Pura takes the viewer in one square picture, framed between a baby blue background. To insert an intimate, domestic act is to invite passersby to stay. The lettering is delicate, and the muted color (with that burst of homeliness) speaks to some kind of aspirational stillness. It has faith in speaking so little. The redundancy on boards close together only heightens that silence further.
The Pura campaign is strategically positioned geographically on some of Cairo's busiest commuter routes. The visuals are extremely visible on either side of roads, which offers up exposure to daytime commuters moving between East Cairo, Cairo-Alexandria Desert Road, and central Cairo. Placements in premier retail and lifestyle touchpoints are used to remind of the positioning of the project as approachable yet aspirational. Various side-by-side billboards subtly enhance the campaign's profile without sacrificing its elegant spareness.
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.
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