Hamaki Breaks Out of the Billboard Frame for Ya Fatenny

OUTSITE took Mohamed Hamaki’s #YaFatenny album launched beyond the conventional billboard frame with a nationwide OOH campaign created for KI Records. Custom-shaped, die-cut executions extend Hamaki’s portrait beyond the standard display boundaries, adding visual depth and giving the campaign immediate presence across Egypt’s streets.

Supporting the creative concept was a placement strategy shaped around how audiences move throughout the day. Large-format billboards appeared along Egypt’s high-traffic corridors and major routes, including Mehwar Road, the Ring Road and the North Coast Road, giving the campaign strong visibility across daily commutes and seasonal journeys. 

This broad distribution connected with Hamaki’s diverse fan base, while speaking particularly strongly to younger and millennial listeners who make music part of their everyday routines. Repeated encounters with Hamaki’s image and the album title helped turn the release from a one-time announcement into a familiar presence on the road. The campaign maintained visibility throughout the launch period while giving the die-cut creative the scale and space to be noticed.