THE GREAT
CAMPAIGN

THE GREAT CAMPAIGN

The British Government’s Department for International Trade (DIT) champions free trade around the world, while also promoting investments.

DIT was looking to promote its GREAT campaign in the Middle East, but needed to adapt its promotional materials into Arabic. This came with a unique set of challenges. 

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YEAR CONTRACT
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CAMPAIGN PILLARS
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COUNTRIES REACH

THE CHALLENGE

The main challenge was to adapt comparatively simple English into the much richer and far more grammatically and culturally complex Arabic.

From a design aesthetic and the unique Arabic script, to deeper cultural concepts that no longer worked in the new regional context, everything needed to be reimagined, including the iconic “Great” in the Great Campaign due to cultural and religious sensitivities.

In addition, the extra word counts in the ‘pillars’ no longer fit with the guidelines of the logo lockups after adaptation.

THE SOLUTION

After careful consideration, it emerged that the best solution was not to adapt the word “great” at all and leave it as it is in English.

There were two primary reasons for this: 
1) The word ‘great’ didn’t work in Arabic due to cultural and religious sensitivities.
2) In Arabic Great Britain isn’t referred to by that name, but simply as “United Kingdom.”

We designed the Arabic DIT logo and reproduced all of their digital and print collaterals in Arabic (including posters, exhibition backdrops, Word documents, web banners, social media posts and HTML/email templates).

THE IMPACT

Working collaboratively with all parties and multiple people from different Arabic-speaking nations ultimately helped us reach the best outcome.

It provided a ‘localised’ campaign adaption that would serve as many situations and dialects as possible.

In the end, we had finished work on reproducing the latest Arabic templates for all of their assets, along with the design of a few exhibition stands that participated in various regional events.

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