West Elm the house decor brand was launching in Kuwait where a bi-lingual campaign is de rigueur.  Elm in Arabic is phonetically close to the word "Home" (elm = "Derdar" - Home = "Dar"). The teasing campaign was all built around the semiotic of the Elm tree, using it as visual device to show the brand's offerings.

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CREDITS:

Concept: Pascale Nader

Illustration: Pascale Nader

Copywriting: Pascale Nader