Lost in Translation

Agency Network: 
April 2021
Citi: Lost in Translation
Citi: Lost in Translation
Citi: Lost in Translation
Citi Audio Ad - Lost in Translation
Citi Audio Ad - Lost in Translation
Citi Audio Ad - 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. 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.

Audio advertisement created by FCB, United Arab Emirates for Citi, within the category: Finance.

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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nocturne7's picture

Very funny =).

Activity Score 75
Art Director at Saatchi & Saatchi Dubai |

Dennis Silveira

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