From the developer of Entrada and Cascadia, Sorouh Developments has returned to the billboards of Cairo with a branding outdoor campaign to promote themselves as an advertiser, after their last outdoor advertising campaign in April 2019. The inspirational campaign is highlighting the cultural impact behind the developer’s work instead of just talking about their projects as a materialistic production, using vintage historical places as a background to add authenticity to its brand. The attractive ad copy is using classic Arabic to add sophistication and deep-rootedness to the designs itself, while the English grants the campaign a touch of modernness, mentioning صروحًا تلهمنا which they are translating to Edifices that inspires, completing the sentence with لنبني صروحًا تبقى which means To build edifices that live long. While the English copy proves that Sorouh is Inspired by legacies, continuing To build legacies. Appearing during the last week of February with a huge media plan, the campaign is using mega-signs, billboards, and double-decker poles in different locations across Greater Cairo.
