INSITE OOH Media Platform

Cairo's billboards have just been hit with a prehistoric-sized punch of drama, action, and fantasy. Egyptian production house Trend VFX recently rolled out a visually dynamic OOH campaign for its new sci-fi action movie Oscar: Return of the Mammoth, and it's not possible to miss. Placed along high-speed highways, bridges, and city intersections, the billboards feature rampaging mammoths, fighting dinosaurs, collapsing cityscapes, and a blazing sunset over the pyramids; all leading to what appears to be Egypt's most ambitious visual effects experience ever.

The advertising campaign involves blockbuster theatrics with no hesitation. Movie gradients, CGI monster-sized, and Jurassic Park-like antiquity-hero fonts overwhelm the visuals. The title Oscar in English and Arabic with the tagline "Return of the Mammoth" and the national release date (October 15th, 2025) stamped on each realization.

But the campaign isn't simply about special effects or monster-on-the-loose fare. The brilliance is in the balance of destruction and emotional storytelling through the imagery. A recurring billboard featuring a small girl holding the trunk of a mammoth in a peaceful, near-poetic desert setting (an antithesis to the more pyrotechnic city sequences elsewhere) is a hint at the emotional center of the film, that there is something deeper to Oscar than sci-fi mayhem.

The film itself is marketed as a genre-bending story: a government experiment to genetically bring back a mammoth goes awry and unleashes the colossal beast loose in Cairo. In the midst of mayhem while the army and scientists attempt to corral the aftermath, the mammoth forms a bond with an unwilling but loving little girl named Laila, lending the story childlike enchantment, local hospitality, and Egyptian humor.

Lead acting duties are provided by Mohamed Tharwat, Ahmed Salah Hosny, and Hanady Mehanna, who supply star power to the mashup of genres within the film. The billboards credit Trend VFX and Pyramids Media Productions as major producers, backed by Dolby and Empire Cinemas.

With Oscar now playing everywhere in Egyptian theaters, the OOH release turns the movie into a homemade epic; shamelessly melodramatic and solidly rooted in the streets of Cairo itself. Whether crowds come to watch the dinosaurs, the giant, or the ending surprise, one thing is certain: Oscar is aiming for a blockbuster, and Cairo's skyline has just been used as its movie preview.

Visit Monitoring Out of Home (MOOH), a specialised media intelligence firm and analytic system operating in Cairo and Dubai, who provide all the campaign's specifics, including its type, kind, location, budget, media plan, and more.