Downtown Cairo's 6901 & KimoCono Capture Egypt's 'Masyaf'
Built around Egypt’s summer archetypes, the campaign stretches everyday moments into playful, cinematic scenes.
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Egyptian summer gets a nostalgic, slightly surreal rewind in 6901 and KIMOCONO’s latest visual campaign, a retro ode to the rituals, characters and small dramas of Egypt’s “masyaf”.
The Downtown Cairo fashion, lifestyle and food concept store teams up with KIMOCONO to recreate a summer everyone seems to remember: siblings mid-fight, the hunt for a lost chalet key, post-beach lethargy, family gatherings and all the familiar chaos in between.
Built around Egypt’s summer archetypes, the campaign stretches these everyday moments into playful, cinematic scenes, pairing exaggerated visuals with the unmistakable textures of a familiar summer holiday.
KIMOCONO, a brand name so synonymous with ice cream that it has become shorthand for the treat itself, becomes part of the world, appearing naturally within the rituals and relationships that define an Egyptian summer.
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