Latest outdoor campaign from global drinks brand Pepsi aims at encouraging Egypt’s National Team to qualify for the Russia 2018 World Cup. The campaign was launched during the last week of August, just in time for the first round of group qualifiers that Egypt has just started against Uganda. The ads showcase a full stadium with the symbols of the eye and the hand of Fatima, both renowned lucky charms in the popular culture. The ad copy on top of the ad introduces the hashtag “#Let’s break the jinx”, and at the bottom of the ads we find the logos of Pepsi and EFA (Egyptian Football Association). With a variety of OOH billboard sizes, the campaign can be seen in several districts across the Greater Cairo.
