Cairo is a huge, sprawling city, and has its fair share of malls.

City Centre Almaza was a NEQ mall, located bang in the middle of Cairo.

To differentiate versus other malls and attract footfall, we needed to celebrate how popular City Centre Almaza was – because it was located accessibly for everyone.

And that everyone was at City Centre… and by everyone, we meant EVERYONE you knew.

Your dad.

Your mum’s best friend.

Your boss.

The guy you fought with the other day.

Your old nemesis.

EVERYONE.

And shared that if people didn’t want to be seen, they shouldn’t go to city centre.

More films continued to share the reasons to not visit City Centre Almaza.

The core message was carried on outdoor across Cairo…

As well as on cross-platform posts on social platforms, and as stories on social media.

Posters and MUPIs warned people to not enter City Centre Almaza as they WOULD be seen by someone they know!

People across Cairo LOVED the campaign.

Memes and GIFs populated social media feeds.

And despite warning people to not go to City Centre, we couldn’t stop them from visiting.

And you know what, we did not mind it!