Ashgar City - Even the Trees Moved

Client: Ashgar City
Role: Creative and Copywriter

Ashgar City (City of trees) is a new residential project on the greener, quieter edge of Cairo. Instead of selling clean air and space the usual way, we leaned into the resistance people feel about leaving the city.

The idea was simple. Even the trees who never move had enough. Sick of the noise and pollution, they moved to the suburbs.

We created two films. One featured a track by a legendary electro shaabi producer that captured city life in a way that was funny, real, and catchy. One line from the song took off and became part of daily language and pop culture.