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Following a long OOH break, Mandolin returns in the shape of a fresh wafer edition and a celebrity-filled outdoor campaign that sweeps over Cairo's major highways. With Mondelez Egypt Foods at its helm, the revitalized Mandolin Wafer is being reintroduced into the marketplace through a straightforward OOH strike with Egyptian actor Youssef Omar. 

As the horizon lies beneath a richly blanketed deep purple, the Mandolin imagery is all but unmistakable. The boards are powered by a minimalist copy: "Try the new one”, atop clean product photography of the new chocolate-coated wafer bar half-way through being bitten into. The minimalist and impactful layout stays singularly focused on taste and question, graphically enticing the food and beverages product without telling too much.

But Mandolin is not relying on images alone. Egyptian actor Youssef Omar is the campaign's human element, holding the wafer in a confident close-up that continues to place the product within pop-cultural reference. His entrance gives the brand a comfortable, neighborhood voice for its retro past. tying together the old and the new and acquiring longtime Mandolin enthusiasts as well as a younger generation of snackers.

The OOH design itself is sturdy and adaptive. Ranging from digital bridges to static billboards on Mehwar, 6th of October, and Nasr City roads, the campaign has a tidy design hierarchy: brand logo, flavor cue, and a distinct call-to-action. Some are even wittier in copy, like "Everything new is subject to flair," a hot, cheeky line that goes all the way back to Mandolin's hallmark wit.

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