INSITE OOH Media Platform

With Makadina’s latest billboards now popping up across Cairo, the approach feels noticeably calmer, led by wide, serene lagoon visuals that naturally draw your eye in.

The first billboards present a scene of a lagoon landscape with a color palette of incredibly serene shades of blue and the word ‘Makadina’ floating on the screen like a signature rather than a logo. It’s not selling anything; it’s selling a feeling, and one that’s deeply connected with the natural allure of the Red Sea. This is completely in line with the idea behind the project: a coastal resort with a strong focus on lagoon views and water as the centerpiece of the masterplan and lifestyle.

The second visual shifts the scene slightly but in a non-jarring way. There’s a desert-themed golf course on the screen with mountains and palm trees in the background. This provides a sense of contrast without disrupting the flow of the scene. The text ‘World Class 18 Hole Golf Course’ grounds the fantasy in some hard luxury. This reflects the development itself, which blends leisure, nature, and lifestyle amenities into a fully integrated resort experience.

But the true potential of the campaign is realized in the long-form takeover on the highway. In this case, the Makadina brand stretches across multiple panels, almost to the point where it is cinematic in nature. One side is minimalist, with the brand being a deep blue and the text reading "Launching Soon on the Red Sea." The other side is much more vibrant, with images of the waterfront. The idea is that the minimalist side creates an element of intrigue, while the other side provides the payoff. The two combined are reminiscent of the move from the chaos of Cairo to the tranquility of the Red Sea.

Each element is designed with the utmost attention to detail, from the color scheme, which is reminiscent of the sea and the sand, to the typography, which is modern and unobtrusive, to the negative space, which allows the visuals to shine. With Travco Properties behind the campaign, the idea is not simply to launch the Makadina brand, but to launch the next chapter in the Red Sea.

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.