Sophisticated real estate developer Iwan Developments is refreshing their OOH existence with a new branding OOH campaign, predicting that something is being cooked in the back scene, just like their branding outdoor advertising campaign in 2018 that resulted in a teaser campaign then a campaign reveal for The Axis. Targeting certain segmentation can be done with so many elements, you can choose your words wisely with an ad copy that suits a certain group, or you can use a specific style of artwork to make sure it grabs the eyes of your chosen ones immediately; in this case it’s the minimalistic design. The campaign reflects elegance with the visuals split into two matching tones of colors that all share different geometrical shapes distributed artistically that unintentionally work perfectly with the natural shadows, lights and atmosphere around the billboards. The visual’s right side shows a bird-eye shot of a man and his bike, while the other half of all the visuals has the advertiser’s logo. Another visual has a man standing and his shadow creating an appealing view to the eyes, one more visual portrays a young lady running, in addition to a fashionable lady wearing the same color tone of the visuals. Using zero ad copy, the bottom side only includes the advertiser’s hotline and website URL for any further information. The campaign started to spread during the fourth week of September with a great media plan, using mega-signs, double-decker poles and billboards in multiple locations across Greater Cairo.
