Dawayer is a digital marketing and advertising agency based in Egypt. A whole bunch of advertisements that pass by them every day may seem artistically jaw-dropping, its style and content are attractive, but occasionally the audience that the ads are targeting has a cultural and awareness level that is not suited to the look, the style or even the content of the ad, therefore the ad turns out to be fairly good but mostly vague and as a result it doesn’t touch the consumer on a personal level. Dawayer sees the community as Circles of People, Students, Engineers, Doctors, Artists, Merchants, Housewives and more… Each Circle is comfortable and can be reached with a certain and different style. They relate to similar colors, styles, behaviors, language and speech, they have their hang-out places, their culture, economic level and they cherish their own traditions.