Akram Hosni, Donia Sami, Walid Moghazi, Kozbara, Ahmed Ghozzi, and Moamen Elhenawy Bring the Story of E& Money to Life
In the midst of Egypt’s crowded highways, where competing ads reach out for a mere flash of recognition in a matter of seconds, e& Money’s outdoor promotional campaign smiles, speaks, and emphatically feels human. The ad spreads out like a living portrait of Egypt itself, centered around a roster of recognizable faces that readily strip away the distance between themselves and their audience in an instant.
Against the pristine blue canvas of the background, the faces come together like friends posing for a family portrait for an utterly unexpected banking solutions advert that sees digital banking as an already existing part of their reality.
The composition divides the visual with confident clarity, on one side, an Arabic slogan is written upon a red box that definitely asserts its presence and urgency, and also roots e& Money visually. The words are speaking a dialect that anybody can understand, “Not Just That, & More” while presenting E& Money as a promise that has immediately become a reality, where cash gives way to e& money, and money now becomes easier, faster, and flexible.
Akram Hosni is the first to be featured in the billboard, and he looks relaxed and confident, holding the phone as though it is an extension of himself and not a product that he is trying to endorse. People around him, including Donia Sami, Walid Moghazi, Kozbara, Ahmed Ghozzi, and Moamen Elhenawy, are diverse but united, reflecting the diversity found in the city. The lineup seems to exude the feeling of familiarity and comfort, suggesting that the product offered by E& Money is indeed one that appeals to everyone and fits into every lifestyle in the city, regardless of age, personality, and schedule.
The subtle placement of the Mastercard logo adds to the credentials without otherwise detracting from the scene. E& Money promotes itself not as a sophisticated fintech offering, but as a perfectly obvious next step in how consumers choose to manage their finances: modern, secure, and easy to understand.
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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