Riham Abdel Ghafour, Mahmed Mamdouh, Asmaa Abulyazeid, and More Stars Starring, Kharitat Ras Al Sana, on OOH
It’s the New Year’s celebration season, and nothing will fit perfectly other than a movie called “The New Year’s Map”, a title that instantly resonates with a time defined by reflection, anticipation, and new beginnings. Translating this sentiment into the urban landscape, the OOH campaign for Kharitat Ras Al Sana arrives as a visually rich and emotionally charged presence across the city.
The billboard brings together a strong ensemble cast featuring Reham Abdel Ghafour, Mohamed Mamdouh, Asma Abulyazeid, Hanady Mehanna, Asser Ahmed Hamdi, and Mostafa Abo Seria, positioning each actor as a key piece of the film’s narrative puzzle. Rather than centering on a single protagonist, the creative highlights multiple characters, reinforcing the idea of intersecting lives and parallel journeys unfolding at the same moment—the start of a new year.
Visually, the campaign relies on bold color blocking and illustrated city backdrops, giving each character a distinct atmosphere while maintaining a unified composition. This design approach mirrors the concept of a “map,” where different paths coexist and eventually connect. The actors’ expressions and styling hint at varied emotional arcs, inviting passersby to imagine the stories behind each face.
The campaign has been placed in high-traffic areas; the OOH execution capitalizes on the festive season, when audiences are already in motion and receptive to cinematic experiences. As commuters and pedestrians encounter the billboard, it functions not only as a promotional tool but as part of the city’s New Year rhythm—familiar, celebratory, and reflective.
Overall, the Kharitat Ras Al Sana OOH campaign successfully transforms a film announcement into a seasonal visual landmark, using star power, thoughtful design, and timely placement to connect with audiences at a moment when every story feels ready for a new beginning.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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