Nashmi: 360° campaign
The cement story escapes commodity grey through one hero lockup of bag and shemagh, running from street mupis and delivery vans to digital displays and short-form video, legible at highway distance and inside a mobile feed.
The Challenge
Cement usually reads as a commodity. The campaign needed warmth and clarity, strong on OOH, readable from a moving car or a thumb-stopped feed, and unmistakably Arabic.
The Approach
One lockup pairs the bag, the shemagh, and bold Arabic headlines. The same crop logic travels from mupis to display banners to letterboxed DOOH, while social posts and reels keep the pack as the hero of the frame.
The Outcome
A connected system runs across street, activation, digital, and motion, grounded in real field photography instead of deck-only mockups.
Large screens in the street
Large-format compositions are built for outdoor LED screens. Type scales to read cleanly from a distance, with the pack holding focus.
DOOH master: slower pacing, bold pack, letterboxed for real LED facades.
Where you met the campaign
A consistent look runs across every touchpoint. Color and layout are tuned per format, so each placement matches the audience's distance and attention.
Street & mupis
Night mupis: logo, bag, and headline tuned for glow and walking pace.
Jordan
Display
Display banners: same hierarchy, legible at small scale.
Digital
Roadshow & van
Roadshow van: story on the move with people in frame.
Activation
Wearables & merch
Team kit and merch: same colours and mark as the ATL work.
BTL
Feed & short video
Square and vertical cuts pair quiet motion with bold Arabic headlines, so the message still lands during silent autoplay.
1:1 feed. Arabic headline, refreshed pack, silent autoplay.
9:16 reel: build stages, thumb-stop open, pack beats, mark at end.
Teaser. «مين نشمي؟» hook built to loop and invite comments before the reveal.
On the street, in context
A full walk-through moves from the first design study to the final install on the street.
Live OOH: the “releasing” loop on a real street, daylight scale.
Scale check: life-size standee, mascot, shemagh lockup, pull-up.
Finished lightbox: vertical street unit, Arabic headline, bag hero.
Planning a 360° launch?
A 360° launch needs one strong idea tuned for real placements, from the street to the screen to the feed. The same route applies here from concept to activation.