Real Estate Developer INERTIA is back on the billboards of Greater Cairo with a new branding campaign that seems to be flustering viewers. With bold white copy over black backgrounds, the brand has launched the message “Remember to live”. Though probably attempting an inspirational branding campaign to emphasize the luxury of their projects, the lack of supporting imagery amid the darkness of the ads simply suggests a somewhat opacity that borders upon negative hollowness. The wrong choice of artwork has unfortunately pushed the company to miss a good branding opportunity. Replacing the locations of their previous “game-changing” campaign for JOULZ, the new ads were released during the last week of November and use Large and X-Large uni-poles, Lightboxes, and Mega signs in several districts of Greater Cairo.
