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. ​