Life Shines Like Stars in Aqmar’s Out-of-Home Campaign
From blacked-out teaser shots to a sky-splattered launch, Kayan Developments and ELAF Developments have launched Aqmar, a high-end residential compound in New Zayed, in a blockbuster OOH campaign that reaches both traditional billboards and digital screens. Wrapped in a dark galactic blue, the ads leave a splash with a clean, bold typographic treatment of the word "Aqmar" accompanied by a planetary image and the slogan "Where Life Shines Like Stars."
The slogan echoes relentlessly in each medium, from bridge signs to mega-digital displays, maintaining a narrative that is at once poetic and sci-fi. The visual vocabulary moves toward a starry-night ambience without stepping into overdesigning: minimal copy, one moon image, and logo typeset. The first Arabic letter is stylized into an orbits shape like a fish-eye, and yields to a flowing, high-end look that reads different from Egypt's usual real estate typography.
The teaser phase started with dimmed black backgrounds with nothing except a shining moon, a basic brandmark, and a mysterious line "Where Life Shines Like Stars." The reveal phase turned on the lights—illuminating the moon, darkening the celestial background, and completely revealing the Aqmar name and identity, now with developer names (Kayan | ELAF) and adding the new addition of "Signature Residences."
The high-end integration of Arabic typography with celestial symbolism takes this campaign to a higher level above the din of a saturated real estate landscape. The use of outer space not only solidifies the brand name but also evokes hopes, distance, and wonder, representing Aqmar as something beyond the ordinary.
The campaign is largely weighted on super highways of West Cairo, where its access points, Sheikh Zayed, and October's exit, are dominant. Digital Versions reign supreme in New Zayed, while static mega-panels are spread out in areas like Dahshur Road, near Hyper One, and Capital, which simply means the brand is placing big bets on both mass awareness and local targeting.
The bold, futuristic aesthetic also aligns with the evolving narrative of New Zayed as a modern, forward-thinking extension of Greater Cairo. For a real estate developer like Kayan, positioning Aqmar as a celestial-tier escape not only elevates the product; it elevates the location itself.
You can learn more about this campaign’s budget, OOH kinds, locations, and more by visiting MOOH, Egypt, and The Emirates OOH-dedicated analysis system and Media Intelligence.
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