An anonymous teaser campaign has just landed on the billboards of Greater Cairo, with ambiguous ad copy and no hints as to what the brand aims to advertise. Blue backgrounds with a rhombus pattern serve as a backdrop for a motif in the form of a young boy that could easily remind many of Brussels’ Manneken little man. The ad copy intriguingly invites viewers to “Be… Like Adam”. Rumors hint at a radio program from an international French station… does Adam have a velvety voice? The campaign started mid-December and so far, it seems limited in size, using a variety of lightboxes, billboards, T-Poles, and Flags. The reveal campaign that was released in December 2017 had the same template design of the teaser campaign but this time with more information to tell, revealing what lies beyond this campaign; it turned out to be an edification campaign that aims to educate Egyptians regarding urban care.
