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Top 6: January 2nd 2008
The CLS campaign originated from a very specific briefing, according to the client, people find it boring to study English. Everyone is aware of the need to learn English for their … read morefuture, their careers. But even so, everyone finds it boring.
We started from the traditional speech of schools of English which normally say offer "English for you to get ahead in life" and we tried to think of how to do it in an amusing way. Make that sound new and closer to the consumer’s daily life. Since people find the speech "knowing English to become successful" boring, what would be relevant? And our conclusion was that in a world where English is increasingly present, speaking the language becomes important even for very simple things. Whether you are abroad or in your own home. With some irony, we showed that if you don’t know English, living becomes ever more difficult.
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