Brand | EMIRATES NATIONAL OIL COMPANY GROUP |
Product/Service | ZOOM CONVENIENCE-STORE |
Entrant | C2 COMMUNICATIONS Dubai, UNITED ARAB EMIRATES |
Category | Publications for Good |
Idea Creation
|
C2 COMMUNICATIONS Dubai, UNITED ARAB EMIRATES
|
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. Native Emiratis only make up 18-20% of the UAE's population, so many expats don't get the chance to interact with the locals to learn the Arabic language. 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.
Credits
Leslie Paul |
C2 Communications |
Executive Creative Director |
Tameem Sankari |
C2 Communications |
Art Director |
Reva Ananda |
C2 Communications |
Copywriter |
Emad Edroos |
C2 Communications |
Copywriter |
Mai Al Khaldi |
C2 Communications |
Arabic Copywriter |
Manasvini Rizvi |
C2 Communications |
Account Director |
Sanjana Sadeesh |
C2 Native |
Social and Digital Executive |
Leticia Mhawej |
C2 Communications |
Account Executive |
Lindo Thomas |
C2 Communications |
Studio |
Sandip Shivtarkar |
Feel Productions |
Head of Production |
Reprotronic LLC |
Reprotronic |
Production |