British Council ‘No broblem’ by The Classic Partnership Advertising


The British Council in Riyadh wanted to promote its new conversation courses, which focus on pronunciation and speaking skills.

So it distributed the ‘No Broblem’ direct marketing pack. The instructions taught native Arabic speakers how to pronounce the letter ‘P’ – which Arabs pronounce as ‘B’ due to the lack of a ‘P’ equivalent in the Arabic alphabet – by using a piece of paper held up to their mouths. When the letter ‘P’ is pronounced correctly, the exhale of air blows the paper forward.

Project No Broblem

Client British Council

Agency The Classic Partnership Advertising

Executive creative director Alok Gadkar

Art directors Aktham Kassam, Alok Gadkar

Copywriters Aktham Kassam, Leslie Paul

Agency production Deshmukh Vitthal

Photographer Nasir Rauf

Production agency RGB Dubai



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