CITI | LOST IN TRANSLATION
The United Arab Emirates is a country where 200 different nationalities come together, interact and connect every day. Every nationality communicates in a different language, or even the same language with different accents,
which creates misunderstandings between people. Words are misheard, misinterpreted, and misconstrued, leading to a lot of confusion.
For banks in the UAE, money being lost because of miscommunication is an absolute no-no. We saw an opportunity to turn that miscommunication into a much easier one through Citi’s online payments and transfers features.
Advertising Agency: Horizon FCB, Dubai, United Arab Emirates
Executive Creative Director: Rodrigo Leal Rodrigues
Associate Creative Director: Sarah Salem
Associate Creative Director: Fady Youssef Rofaeel
Arabic Copywriter: Bassam Doss
Head Of Creative Services & Production: Hicham Soubra
Sound Engineer, Montage Tv Production: Albert Ters
Associate Account Director: Tanya Vahanian
General Manager: Reham Mufleh
President: Mazen Jawad