CLIENT
Twitter MENA
Carlos Cantu, Director of Marketing
Carla El Maalouli, Head of Marketing MENA
AGENCY
Mauricio Sanaiote, Creative Director
Ginny Jackson, Strategy Director
Ahmed Samir, Senior Arabic Copywriter
Maha El Hawari, Commerce Director
Ginny Jackson, Project Manager
Nicholas Walsh, CEO
Gregory Mardikian , Managing Partner
Sachin Mendonca, Strategy Director
Lucas Pimenta, Video Production
Till Hohmann, Chief Creative Officer
Karim Al Amin, Digital Designer
Ginny Jackson, Art Director
Ginny Jackson, Head of Strategy
Zubair Tahir, 3D & Motion Graphic Designer
Ginny Jackson, Head of Studio
Ginny Jackson, Art Director
Ginny Jackson, Account Director
Truffle Films
SUMMARY
This isn’t about a software update. It’s about time. It’s about time language, technology and inclusivity
meet in the middle.
Arabic’s default grammatical gender is masculine. Apart from the contradiction on Twitter, where all voices are meant to be included, brands also face the dilemma when addressing audiences.
So, we changed it and became the world's first social platform to include feminine Arabic.
Since the launch XXX% of women have switched to #FeminineArabic and brands have partnered to deliver gender-specific messaging that has achieved XXX impressions. #Inclusivity