INSITE OOH Media Platform

Maxi Cola’s new outdoor campaign cuts through the rush of traffic with cinematic, humor-driven billboards starring Egyptian actor Mohamed Sallam, transforming routine commutes into playful visual scenes built around the campaign’s central promise: there is always more with Maxi Cola.

Building on the Ramadan campaign that has already captivated audiences on TV and social media, one of the most striking billboards plunges the viewer into a pivotal and dramatic moment of action, drawn by the infamous Netflix show Squid game. It is set in a dystopian arena with a score board reading “x,76 vs o,78.” This suggests a close and intense rivalry with neck-and-neck competition. In the center of the image, Sallam makes a dramatic move forward with determination, stretching his arm out as if he is making a final and decisive move in the game reaching for his Maxi Cola. 

Another billboard with Sallam has him in a different narrative, sitting in a cross-legged position in a quiet and dimly lit space that has a meditative quality to it. Soft light filters through the curtains behind him.

He is dressed in comfortable clothing and is intently studying the bottle of Maxi Cola in his hand as if finding something surprising and amazing about it. The humor is in the exaggeration and the way it subtly supports the campaign’s message that there is indeed more to experience.

Mohamed Sallam was the perfect fit for the ad, as his charismatic and playful personality, along with his beloved nature, perfectly matches the humorous tone of Maxi Cola, bringing to life the campaign’s message that ‘there is always more with Maxi Cola

Overall, the two billboards utilize the element of contrast and storytelling rather than directly promoting the product, utilizing movement and stillness, humor and curiosity, exaggeration, and the actor’s personality, all working together to create captivating visual stories across the skyline of Cairo. 

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.