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‘Write In Arabic’ Bridges Gap Between Technology and Language

Leo Burnett Amman brings back Arabic letters with new Samsung Galaxy Note 4 feature

Samsung Galaxy Note 4 "Write in Arabic,” GPC Rating: 7

The Arabic language is on the verge of digital extinction. With the rise of technology, mobile users have started adapting a hybrid language comprised of roman letters to spell out Arabic words—this is known as Arabizi. Because Arabic letters are not always readily available on mobile interfaces, it has halted the practice of proper written Arabic in people’s daily lives. Plus, the rise of digital has meant Arab youth no longer use calligraphy to help preserve the Arabic language.

Samsung wanted to encourage the use of proper Arabic instead of Arabizi. With the help of Leo Burnett Amman, the brand launched a game-changing global campaign highlighting the Samsung Galaxy Note 4’s Arabic handwriting recognition feature.

In conjunction with World Arabic Language Day, the agency created “Write In Arabic,” and designed modern, social-media friendly lettering to resonate with the young Arab generation. People from all around the world interacted and showed their support by using these letters all across their digital platforms. The agency’s articulate, digital typography pays homage to the rich, calligraphic tradition of written Arabic.

“Write In Arabic” provided Samsung users with a calligraphic toolkit that enabled them to express themselves on digital channels. In just a few days, social media influencers, regional brands, government officials and the media were embracing this initiative — ultimately reaching 176,667,629 people. The agency’s smart, empowering campaign dominated the online scene with nearly a billion impressions.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.