The outdoor advertising scene during August, was a walk of fame more than plain billboards, as we mentioned in the previous episode of this Experts Talk, more than 30 brand ambassadors and nearly 20 brands have adorned Greater Cairo’s skyline. Here’s chapter 2 of our coverage, featuring the campaigns that turned heads and redefined the role of star power in outdoor advertising. Wegz | When One Brand is Never Enough The young superstar, Wegz, apart from his talent and his unforgettable situations, the Trap star is always a great choice to elevate the brand’s position. Although the both campaigns are somehow related (Telecommunications & Mobile Devices). Both brands Vodafone and Samsung have used his stardom in 2 different ways. As in Vodafone used him as a part of the summer fun-gang along with Mohamed Al Sharnouby, Ahmed Dash, Tara Emad, Salma Abu Deif. Meanwhile, Samsung's campaign took a youth-centric approach by pairing Wegz and Omar Marmoush to represent different kinds of intelligence—creative and athletic. Through music, culture, and sports, Samsung showcased the Galaxy A Series’ AI features in a relatable way. The result was a culturally rooted, globally aspirational message that positioned the brand as smart, relevant, and accessible. Omar Marmoush | Two Campaigns, One Big Win While Samsung used Omar Marmoush's appearance to deploy the youth-centric effect alongside Wegz, Midea also leveraged his stardom by pairing him with Manchester City’s players Haaland and Rodri. This move tied seamlessly into Midea’s global partnership with Manchester City, a collaboration that goes beyond sponsorship to fuse lifestyle, sports, and innovation. By showcasing two of the club’s biggest stars, Midea not only tapped into City’s massive international fanbase but also reinforced its positioning as a forward-thinking brand with worldwide relevance. It’s worth noting that Omar Marmoush has teamed up with five powerhouse brands—Lion, Midea, Rexona, Nissan, and Samsung—cementing his status as a rising favorite for advertisers. Twice the Charm: Ahmed Malek Fronts Two Major Campaigns Another rising star who appeared twice on Greater Cairo’s billboards is Ahmed Malek, the first brand is Sting, along with Afroto and Asmaa Galal, the young superstar completes the youthful galactic theme of the campaign. The other brand is WE, where Ahmed Malek appeared alongside his brother Hassan Malek, following the same lifestyle-driven approach we’ve seen from Sting. Embracing summer experiences as the basis for 5G makes the promotion timely and lifestyle-relevant. Emotional resonance through youth culture, lifestyle, and fun is paired with tangible rewards like cash prizes, bundles, and offers. A consistent design language across placements boosts recall, while the campaign signals WE’s intent to compete aggressively in both perception and market share. By blending lifestyle marketing with technology, the brand narrows the gap between being “just another telecom provider” and becoming a lifestyle enabler—a positioning long mastered by its competitors. Mohamed Ramadan, Always Number 1 in Elevating Brands Mohamed Ramadan is no stranger to advertising, brands knew from an early time that his face connected to any brand equals a huge success to the campaign. Many brands used his appearance such as Etisalat and Seven and the energy drink, Sting. Recently, specifically in August, Mohamed Ramadan appeared with Coca-Cola to promote the brand’s summer campaign, bringing his signature charisma and mass appeal to the forefront. The collaboration aimed to energize the season, capturing the attention of both Gen Z and mass audiences, while reinforcing Coca-Cola’s image as a vibrant, youth-driven brand. It’s worth mentioning that Ramadan has collaborated with Coca-Cola in 3 campaigns while he appeared with Sting that is under Coca-Cola’s umbrella 3 times as well. Bellingham, Valverde & Mendy Front NIVEA MEN’s Bold Billboard Takeover NIVEA MEN's latest outdoor campaign commands Cairo’s billboards with a clean, blue-toned design featuring Real Madrid icons Jude Bellingham, Federico Valverde, and Ferland Mendy, lending star power and global credibility to the brand’s promise of “72 H of protection and refreshing scent”. The trio is strategically posed beside NIVEA MEN Deep spray bottles, visually reinforcing the product’s endurance-based performance. Asmaa Galal: A Blend of Beauty and Versatility on Every Billboard Asmaa Galal remains a head-turning choice for brands, with a proven track record across categories from appliances and banking to real estate. Over the years, leading names like HDB, Al Ahly Sabbour, Molto, Vodafone, and La Germania have all tapped into her star power. Her latest appearance in August on Sting’s billboards took things to another level—an eye-catching, galactic-inspired concept crafted to resonate with Gen Z and Gen Alpha audiences, blending pop-culture relevance with striking visual appeal Tara Emad, Sophistication Sells! Tara Emad was originally a model and advertising face, which gives her an extra point for her camera appearance. She appeared in Vodafone’s campaign along with the rest of the gang to complete the bouquet. It’s worth mentioning that Tara Emad Appeared in 7 ooh campaigns before with brands like Guira Developments, Centrum, Pepsi, Juhayna, Sharp, Misr El Kheir. Hisham Abbas Brings the Perfect Hint of Nostalgia to the Mix When all brands go for the young celebrities, Dream 2000 decided to go 90s! The mobile devices chain store has chosen Hisham Abbas for their campaign to add a panache of good old times and for the millennial audience to relate with the brand. CIB took the same approach with Hisham Abbas along with Ehab Tawfik and Mohamed Mohey back on July 2025. Dhafer L'Abidine: Real Estate Never Been that Chill While the Tunisian star Dhafer L'Abidine is keeping his appearance low-key. It also makes a huge impact when he decides to show up. And this is exactly what happened with Shores North Coast. Dhafer L’Abidine’s understated presence turned into a powerful statement as he appeared in Shores North Coast’s latest campaign. His refined charisma and trusted image elevated the brand’s positioning, creating instant buzz and amplifying the project’s appeal to a sophisticated audience. QNB and Ahmed Helmy Promise Care on Billboards QNB has teamed up with beloved actor Ahmed Helmy to deliver a message of trust and reassurance on Egypt’s billboards. The campaign highlights the slogan “Your Needs Are Our Priority,” positioning QNB as a bank that puts care at the center of its services. Helmy’s warm persona adds authenticity, making the promise more relatable to audiences. Together, QNB and Helmy emphasize a customer-first approach that blends reliability with genuine care. Kozbara And Banque Du Caire Won’t Give You A Chance To Lose! Kozbara has teamed up with Banque du Caire to bring a fresh and exciting collaboration to the spotlight. The partnership reflects both brands’ shared commitment to creativity and customer engagement. By blending Kozbara’s playful spirit with Banque du Caire’s trusted presence, the campaign stands out on billboards with confidence. Together, they deliver a winning formula that leaves no room for loss. Conclusion August proved to be more than just a busy month on Egypt’s billboards—it was a masterclass in the power of celebrity and brand synergy. From global icons like Real Madrid’s stars and Mohamed Ramadan’s ever-charismatic presence, to nostalgic throwbacks with Hisham Abbas and the timeless appeal of Dhafer L’Abidine, each campaign showed how the right face can transform a message into a movement. With over 30 ambassadors lighting up Cairo’s skyline, the outdoor scene continues to blur the line between advertising and entertainment, reaffirming billboards as one of the most dynamic stages for storytelling in the region.
