INSITE OOH Media Platform

Talala’s new outdoor campaign rises above Cairo’s streets with quiet confidence, turning its billboards into windows of aspiration that speak directly to the emotions of passersby 

Not only does Talala’s fresh outdoor campaign soar above the streets of Cairo with quiet confidence, but it also succeeds in transforming its advertising platform to function as a series of windows through which the viewer can aspire to a better situation. 

The background is a deep blue, rich and layered in tone, indicative of a night sky over a city at rest. In the foreground of this image, a woman’s profile is turned towards the viewer, her face bathed in a gentle light, a look of hopeful contemplation on her face. She is not trying to sell anything, but envisioning a future that the Talala of the future is obviously going to be creating.

The Arabic script design takes a cue from poetry with the elegant writing that translates to ‘Make your dream come true.’ The use of typography looks deliberate and sophisticated, and does not compete with the emotional content. On the other side of the board, the ‘15 year Installment’ announces and establishes the reality of the dream and bridges the gap between the dream and accessibility. Architectural silhouettes are faintly visible in the background, creating a sense of place for this campaign. These faint structures are what create a sense of community, warmth, and continuity, which makes the development feel like it’s a part of Cairo’s evolution rather than a promise. The branding and contact information are discreetly added, showing that this is a project by Madinet Masr.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.