International news portal BBC News has hit the roads of Greater Cairo to raise traffic to their Arabic version website. The campaign displays conceptual creativity with visuals that mix opposites in surprising ways, like manufacturing and environment, and ad copy that invites to “expand your horizon”. The partitioned backgrounds are straightforward in design and include the news platform logo and website address. Launched at the beginning of September, the campaign can be seen on billboards and uni-poles around Greater Cairo.
