Brand | CITI |
Product/Service | TRANSFERS TO INDIA |
Entrant | HORIZON FCB Dubai, UNITED ARAB EMIRATES |
Category | Financial Products & Services |
Idea Creation
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HORIZON FCB Dubai, UNITED ARAB EMIRATES
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Cultural/Context information for the jury.
44% of Dubai's population is from India. They come here to work and save money, which they send home to their families. Whenever they buy something, they do a mental conversion of its cost in Indian Rupees. We took that behaviour, and turned it into a poster.
Because a large majority of Indians in Dubai speak both Hindi and the local Arabic, we took 3 simple words that represented their daily purchases and combined two vastly different alphabets, finding the hidden Hindi in the Arabic word.
We showed that with Citibank easy transfers to India, home wasn’t far away at all.
Credits
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 |