2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

To negate the perception that Arabic is a difficult language to learn, all key ZOOM convenience-stores across Dubai featured 'Arablish' wobblers on daily-picked products. A simple and straightforward design gave focus to the words so that communication was absolute. Dynamic digital signages were displayed across petrol stations to drive customers into stores to experience 'Arablish'. In addition to this, communication on social platforms constantly drove traffic and reminded people how simple it can be to learn the Arabic language. In the coming months, 'Arablish' will see itself more out of the store and feature in public spaces, including the EXPO 2020 site, where ENOC, the parent company is one of the main sponsors. Thus, increasing its footprint so that more people will be able to learn Arabic anywhere, anytime.

Cultural / Context information for the jury

Arabic is one of the top 5 languages spoken in the world. But, only an estimated 25-30% of residents in the UAE have grasped the language. Because the majority of the UAE is made up of expats, English is the lingua franca on the streets. Physical and online Arabic classes are widely available, but many expats cite the lack of time and busy lifestyle as reasons for not learning the language. Around 81% of expats have never taken Arabic courses or instruction of any kind, and 38% believe that Arabic is too difficult to be learned properly. Also, the opportunities for expats to experience the Arabic language are insufficient in real-life situations, so they are rarely required to use Arabic for everyday communication.