A new OOH campaign announces the arrival of the much-awaited penguins at Ski Egypt, the iconic snow resort at Mall of Egypt. The ads feature Instagram artwork to amuse viewers with “Sultan the Penguin” and his playful photogenic ego. White snow serves as the background, with ad copy that announces the arrival of Sultan on the 1st of July at what the regional retailer insists on calling “The Egyptian Artic” – though penguins come from the Antarctic Pole! Launched at the start of the month, the campaign uses uni-poles, billboards, double-decker poles, and gates on selected locations of Greater Cairo.
