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Lost in Translation

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The United Arab Emirates is a country where 200 nationalities live together, but speak different languages, and even the same language with different accents. This means communication between people can become difficult, and in different situations words can be misunderstood as they have different meanings in different languages. ​

we created radio ads based on this cultural context, where two people are having a conversation, thinking they’re making sense, and that they understand what the other is saying – a situation that frequently happens in the UAE. ​
And, for banks in the UAE, money being lost because of a miscommunication is an absolute no- no. ​


Advertiser: Citi

Creative Agency

Creative Agency: Horizon FCB Dubai

Executive Creative Director: Rodrigo Leal Rodrigues

Associate Creative Director: Sarah Salem

Associate Creative Director: Fady Youssef Rofaeel

Creative Director: Rodrigo Leal Rodrigues

Associate Account Director: Tanya Vahanian

General Manager: Reham Mufleh

President, Horizon Holdings: Mazen jawad

Production Company

Production Company: Fuelcontent

Head of Creative Services & production: Hicham Soubra

Recording Studio

Recording Studio: Montage TV Production

Sound Engineer: Albert Ters

Genres: Dialogue, Music & Sound Design

Categories: Finance

Horizon FCB Dubai, 1 year ago