A new teaser OOH campaign has popped up on the Ring Road and asks viewers why they live in the desert. Here at INSITE OOH we are still investigating whether this is an outdoor campaign from some real estate developer trying to get our attention away from the new luxury compounds of New Cairo and New Giza, or an edification campaign from a government authority aiming at urbanizing the latest nomads. The challenge is served… what is your bet? The artwork simply shows a photo of a reddish, dusty place with what looks like a shanty town on the side. The only copy is the question “Why do you live in the desert?”, in white, bold Arabic letters over a wooden sign that hangs from nowhere. Though simplistic at first sight, a quick analysis of the elements put together conveys a perturbing sense of loneliness – not a feeling you often get in over-crowded Cairo! With serials of mega-signs, uni-poles, the campaign can be spotted on selected locations along the Ring Road. Stay tuned as we reveal more details of the advertiser and its upcoming reveal campaign!
