New Mall of Egypt has launched a new campaign to invite Easter shoppers to the mall, located in 6th of October City. The latest addition to Majid Al Futtaim’s projects in Egypt, the mall opened its doors last month amid a lot of expectation for their snow outlet – Ski Egypt. The new campaign, though, shifts the focus from the winter snow to the springtime Easter. The artwork is abstract and monochromatic: mauve Easter eggs, mauve Easter bunnies, and a mauve background that serve as the stage for a model to showcase an elegant floral-spring dress. As ad copy, just the word “Imagine”, the main concept of their messaging since the mall launched its first OOH campaign a few weeks back. Large and X-large uni-poles, together with some gates host this campaign across Greater Cairo.
