A new campaign showcasing the lighter side of language has been unveiled by Emirates to inspire people across the world to explore and connect with each other across cultures and borders.
Named “Share a Smile” the airline has created 29 videos in 14 languages featuring members of its cabin crew expressing quirky and unusual expressions and greetings from around the world.
Through the set of light-hearted 15 second animated videos designed to make people smile, Emirates’ multilingual crew explains the meaning behind popular local phrases like ‘‘Don't make an elephant out of a fly’’ (Russian), ‘‘You're so pretty it made a bang’’ (Cantonese), and ‘‘You're the cat's whiskers’’ (English). There is also a compilation behind the scenes out-takes video showing the fun the crew had making the films.
“Share a Smile has been created to showcase not only the breadth of linguistic skills amongst our international and multi-lingual crew, but also to help build cultural understanding in a light-hearted way amongst travellers,” said Maurice Flanagan, executive vice president, Emirates Airline and Group.
The campaign is a celebration of how a kind word or phrase can connect friends and strangers alike across the world.
The cabin crew, who star in the videos, were selected in recognition of their outstanding levels of service and native language ability. “Our cabin crew speak over 55 languages and on every flight we announce to our customers which ones are spoken on board that day, said Terry Daly, divisional senior vice-president, service delivery, Emirates.
The 29 videos have been filmed in Arabic, Cantonese, English, French, German, Greek, Italian, Japanese, Korean, Mandarin, Portuguese, Russian, Spanish, and Turkish and they can all be viewed and shared online.