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.

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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