Citi / United Arab Emirates / 2018Design & Packaging · OOH
Think in Dirham, Spend in Rupee.
Citi used bilingual typography to speak to Indian residents of Dubai about sending money home.
- Brand
- Citi
- Agency
- Horizon FCB Dubai
- Market
- United Arab Emirates
- Region
- GCC
- Year
- 2018
The challenge
Make Citi's instant transfers to India relevant to Indian residents who routinely think across dirham and rupee currencies.
The idea
The campaign combined Arabic and Devanagari scripts around the thought 'Think in Dirham, Spend in Rupee', reflecting the mental conversion between life in Dubai and money sent to India.
Case study source: Little Black Book Source ↗
Credits
- Creative agency
- Horizon FCB Dubai
- Executive creative director
- Bruno Bomediano
- Creative director
- Diorgenes Wenderly
- Art director
- Hussein Baba
- Art director
- Rijin Kunnath
- Senior English copywriter
- Elsa de Bruyn
- Senior Arabic copywriter
- Kutaiba Kabbani
