Leading brands Total and Careem have joined forces in a new outdoor initiative aimed at raising awareness about road safety in Egypt. Over backgrounds branded with both brand’s most characteristic elements, the ads portray models with ad copy that warns drivers and passers-by “Alashan Matelbesesh” – a very creative way to raise awareness about the dangers of the road and make sure viewers don’t miss it. Launched during the first week of January, the campaign uses large and x-large uni-poles, gates, double-decker poles, mega signs, lightboxes and billboards and is spreading over the highest strategic roads of Greater Cairo.
