Lost in Translation

Agency: FCB


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. Dialogues don’t make sense anymore and daily interactions become challenging. Particularly when a service is in need.
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. To show this 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.

This professional campaign titled 'Lost in Translation' was published in United Arab Emirates in April, 2021. It was created for the brand: Citi, by ad agency: FCB. This Audio medium campaign is related to the Finance industry and contains 4 media assets. It was submitted about 3 years ago by Associate Creative Director: Dennis Silveira of Impact BBDO.


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


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