New real estate developer M2 has finally announced the launch of their first project “Trio Gardens” and, as expected, the developer has released a very unconventional campaign to do the honors. Further to their previous challenging campaign, which indirectly attacked competitors and jovially mocked the real estate industry in Egypt, the new campaign presents the launch of their first project under the theme of a comedy thriller – though they actually use horror movie style in their poster. With abundant ad copy that is hardly readable from street level, the ads portray the movie poster and announce the fictitious cinema release for 2018, finally revealing what the intriguing “number 3” was about. The campaign was launched during the second half of December and can be seen on uni-poles, double-decker poles, and mega signs on the highest-trafficked spots of Greater Cairo.
