Cairo is a nerve wrecking city with 20 million people. It drives people mad with its noise pollution, endless traffic, and multitude of other problems. Congestion in the city has led to its citizens being constantly frustrated.

Despite all this, affluent citizens still find it less ‘trendy’ to move out of their lofts and into gated communities built on the outskirts of the Cairo. They prefer to live downtown, despite how angry it makes them.

Mountain View is a gated community very close to Cairo. And this campaign used insights from familiar daily struggles to convince viewers to move out to ‘the city near the city’.