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
