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The entertainment industry has always been a prominent part of the OOH landscape; however, it has always revolved around movies or TV. It’s a rare sight to see an OOH campaign for a theatrical show. Friday broke the norm and introduced itself as a new outdoor player looking for a space among the big names.

A musical theatre, the first of its kind as mentioned in the campaign, features over 200 actors and actresses on stage, dancing, singing, and acting under the leadership of Ahmed Elbohy as director, writer, and producer of the show.

The campaign falls into the awareness category, and while mass awareness is a legitimate objective, it comes at a cost here. The billboard carries more information than outdoor can comfortably hold, and that's a tension OOH rarely resolves in the brand's favor. A passerby moving at speed won't catch every detail, and a QR code as a call to action assumes a level of engagement that the format simply doesn't support. Outdoor is a medium of seconds, not minutes, and when a single execution tries to do too much, it risks doing none of it well.

The artwork is somewhat confusing for the viewers, many of whom mistook it for a marionette show, which isn’t the case. It’s a live musical theatre production, and perhaps this visual theme wasn’t the best creative decision.

As for placements, they chose multiple high-traffic areas across Greater Cairo, which will certainly drive word of mouth and prime the streets for a more conversion-focused campaign.

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.