A rapidly growing ride-hailing app inDrive has launched the “Light The Night” initiative in Cairo, Egypt, prioritizing safety over advertising. It has transformed billboards into sleek light boxes that maximize brightness to illuminate the dimly lit streets of Cairo.
Light The Night, which inDrive achieved with creative agency Havas Middle East, has flooded the darkest streets with reassuring light through minimalist-designed billboards since the launch on April 13. The billboards feature a URL, which directs people to night light locations and a glow-in-the-dark map of the city as its bases .
Joao Medeiros, Executive Creative Director at Havas Middle East, said the agency noticed a lack of illumination in the city streets when working closely with their colleagues in Cairo. “The end goal was for people out and about at night to feel as safe on the streets as inDrive cars. As we pushed for the billboards to act as an effective light source, our design system became very clean and minimalistic, which not only stood out in a cluttered out-of-home market but was also refreshing and welcomed across the city.”
inDrive created customized light boxes fitted with special LED tubes that emit 50% more light than traditional billboards. These were put up in areas that lacked existing billboards and required additional lighting. Moreover, this campaign is a testament to inDrive’s commitment to making a positive impact on the city’s environment and ensuring that individuals feel safe indoors and outdoors.
