Real Estate developer Tatweer Misr has started to evolve their conceptual OOH campaign for Sokhna project Il Monte Galala. Following the recent launch of the new conceptual “Maestá” campaign last October, the developer has already started to evolve both, artwork and messages, to bring the “majesty” concept closer to Egyptian plebeian citizens. The ads keep the deep red and blue colors – both of them traditionally associated with royal and papal dynasties – offering a strong contrast that does not go unnoticed. The ad copy has started to include payment conditions and the message “Fully-Finished Sea View Homes”, under the recently-launched slogan “High on Life” that substituted the project previous line of “Think Big”. The first evolved ads of the campaign were installed during the second week of November and can be seen on uni-poles, double-decker poles, Gates, mega-signs, and lightboxes on the highest trafficked roads of Greater Cairo.
