Doc - 24-12-2012 15-41 - p7


The illustrations play on the difficulties on expressing oneself clearly in a second language—especially one learned as an adult. Particularly the frustration of being misunderstood due to inexact pronunciation. The illustrations show what’s going on inside the brains of speakers, and a speech bubble with a homonym in English. The tagline for the campaign exhorted people to “say what they mean to say” by enrolling in Instituto Británico’s courses.


The print campaign won 2 Cannes Lions Awards in 2013


Advertising Agency: Y&R Lima, Peru
Chief Creative Officer: Flavio Pantigoso
Executive Creative Director: Flavio Pantigoso
Creative Director: Flavio Pantigoso
Copywriting: Daniel De León / Gino Bernabè / Daniel Lobatón
Art Director: Alejandro Bottas / Edher Espinoza
Illustrator: Igor Bastidas
Account Manager: Carla Wilson
Planner: Eduardo Grisolle
Head Of Art: Christian Sanchez