2019 Winners & Shortlists

TEA

Short List
BrandCITI
Product/ServiceTRANSFERS TO INDIA
EntrantHORIZON FCB Dubai, UNITED ARAB EMIRATES
CategoryUse of Arabic Script / Calligraphy
Idea Creation HORIZON FCB Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

44% of Dubai’s population is from India. They come here to work and save money to send home to their loved ones, a priority that has led to an interesting behavioural insight: Whenever they buy something, they do a mental conversion of its equivalent cost in Rupees. Taking the mental conversion into consideration, as well as the fact that the majority speak both Arabic and Hindi, we created a poster campaign that visually unpacked the conversions they make when buying everyday items like wool, tea and yoghurt, and found the hidden Hindi word in the same Arabic word – each representing the two countries.

Credits

Name Company Role
Mazen Jawad Horizon FCB Dubai President
Reham Mufleh Horizon FCB Dubai General Manager
Bruno Bomediano Horizon FCB Dubai Executive Creative Director
Dio Santos Horizon FCB Dubai Creative Director
Nick Bristow Horizon FCB Dubai Senior Copywriter
Elsa de Bruyn Horizon FCB Dubai Senior Copywriter
Husenn Baba Horizon FCB Dubai Art Director
Rijin Kunnath Horizon FCB Dubai Art Director
Tanya Vahanian Horizon FCB Dubai Associate Account Director
Waleed Abdulaziz Lord & Thomas Creative Media Producer
Samer Amir Lord & Thomas Producer
Sinto Anto Horizon FCB Dubai Designer
Kutaiba Kabbani Horizon FCB Dubai Senior Arabic Copywriter