Brand | MY NURSERY |
Product/Service | EDUCATION |
Entrant | WUNDERMAN DUBAI, UNITED ARAB EMIRATES |
Category | TYPOGRAPHY |
Entrant Company
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WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
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WUNDERMAN DUBAI, UNITED ARAB EMIRATES
|
Brief Explanation
Our insight? Children fear the unknown. Things they have never seen before might come across
as intimidating and even scary – and for most Arab kids in Dubai, this is the case with the
unfamiliar Arabic alphabet. The challenge was to convince parents to choose this nursery over others as it has a unique offering.
The Brief
48.1% of UAE expats are of Arab origin, and most speak to their kids in English, as do their nannies of other nationalities. Arab kids watch English TV and 80%+ parents send their child to an English curriculum school. So many kids don’t learn to read and write their own language. My Nursery is one of the few bilingual nurseries to introduce children to classical Arabic alongside English at an early age. Our brief was to wake Arab parents up to this issue which they knew but felt helpless about – and tell them that My Nursery was there to help.
How the final design was conceived
We took the letters of the Arabic alphabet and created scary versions of all 28 of them - each one developed to incorporate elements from scary creatures such as menacing eyes, webbed fingers, scaly skin, sharp nails, pointy claws, etc. These were converted into a set of 28 flashcards with a twist – on one side was a scary letter and on the other, the original Arabic letter and a picture of the most common object it stood for. By turning the card, children could be shown that there was nothing to be afraid about, and understood its real meaning.
Indication of how successful the outcome was in the market
350 sets of flash cards were delivered as door drops in the locality of Jumeirah, the surrounding
area around the nursery. After this exercise, My Nursery is functioning at full capacity, with
62 children on their waiting list for the next school year. The flash cards are also being used
effectively by teachers at the nursery as their own branded teaching aid, and through this
unique design, helping them take out any fear of Arabic language, one letter at a time. This set
of unique alphabets created is now being turned into a ‘Shake the fear out’ mobile app as well.
Credits
Kerry Platts |
Wunderman |
Executive Creative Director |
Richa Khan |
Wunderman |
Associate Creative Director |
Rasha El Saadi |
Wunderman |
Senior Art Director |
Shweta Suvarna Tariq |
Wunderman |
Senior Copywriter |
Narciso Arellano |
Wunderman |
Designer/Illustrator |
Yaarub Al Bahlol |
Wunderman |
Senior Arabic Copywriter |
Celine Barakat |
Wunderman |
Senior Arabic Copywriter |
Vivek Chonkar |
Wunderman |
Production Manager |
Babu Nair |
Wunderman |
Senior Artworker |
Evita Haddad |
Wunderman |
Account Director |