An anonymous teaser campaign has started to spread on the billboards of Greater Cairo announcing El Barshata Madrasa, a humorous approach to the social art of “sponging”. Amid the amusing reactions, the campaign is creating a real buzz around the city and on certain Social Media platforms. The ads only include ad copy with the hashtag “البرشطة_مدرسة#” (“the school of barshata”) over a black background, with some ads portraying a naughty-looking emoji. We have discovered that there is also a guerrilla marketing team on the ground interacting with Egyptians on the city’s streets, so we’d better watch out our selfies. The campaign was released during the first week of October and uses a great variety of OOH types and sizes, such as uni-poles, double-decker poles, mega-signs and billboards across the Greater Cairo.
