Real Estate developer AlMarasem has just released a new installment in their OOH strategy with a campaign that announces the launch of Fifth Square. Further to their outdoor branding campaign from July, which showcased the strengths of the Saudi-Egyptian brand worldwide, the new campaign focuses on the launch of the new project under the name of Fifth Square, their latest development in the Fifth Settlement off New Cairo. With a somewhat complicated logo that mixes roman numerals with British ordinal numbers, and a slogan that reads “the heart of the fifth settlement”, the ads mix geometric figures with different fonts that may confuse audiences. The campaign was released during the last week of September with uni-poles, Double-decker poles,and mega-signs in different locations across Greater Cairo.
