Master Group came up the billboards of Cairo to present its project The City New Capital on an OOH campaign, after more than a year since the project was seen in the streets in its last OOH campaign. As part of the huge outdoor media plan carried by Master Group, promoting Ibiza Chillout, then highlighting City Oval New Cairo, and branding Oval Mall New Capital on separate consecutive OOH campaigns, the real estate developer introduced The City New Capital on the roads after a while of absence. It took an unusual approach in this campaign's visuals, differing from what regularly presented in real estate advertisements. Instead of exposing luxurious facilities, the visuals display the construction site with the engineers and workers in there. Appearing in two separate times during the day, reflecting the hard work and commitment of The City's workers who're operating around the clock today to assure a better quality of life for the City's future residents, illustrating further that the Future Starts Now indeed. The OOH campaign appeared on billboards in the second week of April, surfacing on double-decker poles and mega-signs across different locations in Greater Cairo.
