INSITE OOH Media Platform

Usually, biography movies lean toward factual storytelling, often prioritizing legacy over emotional depth. El Sett takes a different route, and its latest OOH campaign perfectly reflects that choice—placing emotion, presence, and cultural weight at the heart of its visual storytelling.

Dominating key billboards, the campaign brings the spirit of Umm Kulthum back to the streets, not as a distant icon, but as a living, breathing force. The artwork relies on a powerful, cinematic portrait that blends performance moments, archival-inspired imagery, and a glowing Arabic typographic treatment of El Sett, creating an instant emotional pull for passersby. It’s less about announcing a film and more about reviving a legend in the public space.

The movie stars Mona Zaki, who steps into the monumental role of Umm Kulthum with striking sensitivity and depth. She is joined by a strong supporting cast, including Ahmed Helmy, Amr Saad, and Sayed Ragab, each contributing to a layered narrative that explores the woman behind the voice. 

Schweppes’ involvement as the official beverage partner feels seamlessly integrated, with subtle branding that respects the gravitas of the subject while benefiting from the campaign’s wide reach and emotional resonance. Rather than overpowering the creative, the brand aligns itself with a story of timeless influence and enduring presence.

Overall, El Sett’s OOH campaign proves that outdoor advertising can be more than visibility—it can be a cultural moment, reminding audiences that some stories aren’t just told on screen, but felt across the city.