Brand | CITI |
Product/Service | TRANSFERS TO INDIA |
Entrant | HORIZON FCB Dubai, UNITED ARAB EMIRATES |
Category | Use of Arabic Script / Calligraphy |
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 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
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 |