Abu Dhabi’s Capital Group Properties has surprised us again this month with new artwork for their Al Burouj mega-project in East Cairo. Borrowing the conceptual messages that they already launched in their Villa Park campaign last March, the new campaign showcases photos of the varied property types that the project offers, such as townhouses, duplexes and apartments. Using the photos of the homes as background, the ad copy reads the varied slogans over a curtained typo, with all messages starting with “Fully finished homes…”, the main feature of the project. The campaign reflects on a variety of concepts, such as investment, community and quality, touching on the areas of interest that any home-buyer will have in mind. As we have been reporting since last January, both artwork and messages focus on delivering specific value to the viewers in an elegant conceptual way. The campaign uses uni-poles and double-decker poles and Triple Gates, all across the Greater Cairo
