After almost two years with zero OOH activity, global insurance company AXA is back to the billboards of Cairo, Egypt with more positive energy and insurance solutions to offer on an outdoor awareness campaign, after introducing their mobile app in 2017 with an out-of-home advertising campaign. Famous for their positive, moving and encouraging copy; AXA’s campaigns always had been compatible with the brand’s nature and identity, this time using an inspiring tone of voice informing you that “You are capable”, adding that “The circumstances you go through … either you conquer it or it conquers you”. As for the visuals, it perfectly complements and completes the ad copy with a middle-aged man showing his evolution from suffering to prospering. Another visual has its blue branded background and logo, adding an ad copy that says “Axa … Innovative insurance solutions”. Popping during the first week of October, the campaign can be seen on a serial of uni-poles, double-decker poles, and mega-signs in multiple locations across Greater Cairo.
