After their OOH campaign reveal in March 2019, Export Development Bank of Egypt has released a promotional outdoor campaign to announce their gold-winning competition on the billboards of Cairo. Relying on humor appeal and storytelling technique, the billboards of Cairo are witnessing a creative well-thought campaign to show EBE’s muscles and what their marketing team could do. The story goes like this, Gold is not a fairytale” which is perfectly integrated with the visuals that portray different fiction characters that we all knew, loved and grew up hearing their tales, such as Joha, the famous ironic character from the old tales, The Masks Gang from Disney's famous Mickey magazine and Captain Jack Sparrow from Pirates of the Caribbean movie, all looking for the gold in the wrong places. The campaign surfaced during the first week of February, using double-decker poles, mega-signs and uni-poles in different locations across Greater Cairo.
