BREAK Expands “Break the Expected” OOH Campaign Across Cairo

Drenched in a bold purple palette, BREAK Snacks brought its playful vibe to Greater Cairo’s streets with a simple call to action: “كسر المتوقع” — “Break the Expected.” Partnering with actor Ahmed Dash as brand ambassador, the campaign leverages his effortless charisma and laid-back confidence to give a relatable face for younger audiences

The slogan forms the centre of a cohesive visual identity. Deep purple backgrounds, large white lettering, colourful product packs and youthful imagery combine to help BREAK cut through the streetscape.

The warm orange accent in the BREAK logo adds an appetising touch. With plenty of breathing room around the product packs, the message remains easy to recognise.Dash’s casual styling and relaxed expression give the campaign a youthful, easy-going character. Alongside the different flavours are arranged clearly, allowing each pack to stand out. Together, these elements give the campaign personality while keeping the product firmly in focus.

Wider Reach Through Strategic Placement

This campaign goes beyond simply showing the product—it demonstrates what it can do. Using dramatic angles, strong lighting, and sharp contrast, the visuals immediately communicate the phone’s rugged durability.

It’s a masterclass in how to leverage digital and static outdoor media. The motion-enabled screens bring features through scale and sequential storytelling, all while keeping brand details intact. To maximize impact, the campaign spans key arteries across East and West Cairo, including the Ring Road, the 6th of October Bridge. and Zayed area through the huge Zayed Digital Boards.

OUTSITE proves that smart execution relies on clarity and quick roadside readability. When a product has a visual signature this strong, you don’t need to crowd the frame, you just need to place it where the city can’t miss it.

BREAK Expands “Break the Expected” OOH Campaign Across Cairo

Wider Reach Through Strategic Placement

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