Cannes Lions

LANGUAGE SCHOOL

ACW GREY TEL-AVIV, Tel Aviv / BERLITZ LANGUAGE CENTER / 2008

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In order to demonstrate the effectiveness of Berlitz, we decided to use presenters who seemingly have had other noticeable changes in their lives. The presenters speak about the great change they have gone through in the last two weeks, and the viewers naturally focus on their external irregularities as the “change” they are speaking about, but eventually find out that the presenters were speaking about learning the new language they had just used throughout the ad. When the language a person speaks is mistaken as his mother tongue, the effectiveness of Berlitz is proven and the campaign goals achieved.

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