2016 Winners & Shortlists

NO BROBLEM

Silver

Case Film

Presentation Image

Client/BrandBRITISH COUNCIL KSA
Product/ServiceCONVERSATION COURSE
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPublications & Brand Collateral
Entrant Company THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Advertising Agency THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Production Company RGB ART PRODUCTIONS Dubai, UNITED ARAB EMIRATES

Brief Explanation

As part of the British Council’s mission in bridging the gap between cultures, they introduced English conversation courses in Riyadh, Saudi Arabia. They wanted to promote these courses that focused on pronunciation and speaking skills to Arabic native speakers who find it difficult to differentiate between the letters B and P when they start learning English. As such, they distributed the “No Broblem” kit, which featured a self-learning technique on how to pronounce the B and P accurately. The “No Broblem” kit was a simple and cost effective demonstration of the British Council’s understanding of the regional linguistic needs and problems.

The Brief

Promote the newly introduced English conversation courses by the British Council in Riyadh, Saudi Arabia. As the courses focus on pronunciation and speaking skills, they wanted the communication to demonstrate the British Council’s understanding of the region’s linguistic needs and problems and at the same time encourage Arabic native speakers to enroll.

How the final design was conceived

The design process began with the creation of a logo that represented the problem addressed in the Kit, which was about the letters B and P. The logo looked like a merged B and P. The dots used in the uncommon area were inspired by the dots in the British Council logo. In accordance to the guideline, the color Green is always used for the collaterals of the English conversation courses. The Kit included a DL-size leaflet and a practice sheet. The leaflet explained the problem and the 3-step solution. The thickness of the practice sheet was meticulously chosen and holding marks were placed to ensure success of the design.

Indication of how successful the outcome was in the market

The self-learning practice sheet offered a simple and ‘live’ experience of the services offered by the British Council’s English conversational courses. On top of this, it clearly demonstrated the British Council’s understanding of the region’s linguistic needs and problems. The kit also achieved: (1) 35% more enrollments than the projected target. As a result, an additional class was run to accommodate the extra students (2) The self-learning technique video was viewed more than 54,000 times in just one week (3) Impressions reached 297,726 in one week (4) The idea was highly appreciated by Arabic native speakers and English speakers alike as it addresses a regional linguistic problem (5) The conversation courses will be launched in other Saudi cities (6) The kit also became a promotional B2B tool (7) Positive social media comments with light-hearted and deliberate misuse of the letters B and P.

Credits

Name Company Position
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
Aktham Kassam The Classic Partnership Advertising Art Director
Alok Gadkar The Classic Partnership Advertising Art Director
Aktham Kassam The Classic Partnership Advertising Copy Writer
Leslie Paul The Classic Partnership Advertising Copy Writer
Deshmukh Vitthal The Classic Partnership Advertising Agency Producer
Nasir Rauf Nasir Rauf Photographer