When we launched Carling in Ukraine, we decided to offer a unique slogan which would underline British background and would be playful and understandable for potential consumers. This slogan helped the brand to stand out from the crowd on the highly-competitive Ukrainian market. Also, it was adopted in several more countries in CIS, Africa and Latin America.
For developing a slogan for Abu Dhabi Digital Authority I decided to focus my attention on the paperless processes and big opportunities. As a result “We’ve got wings, and they’re not made of paper” was born. It was a mix of technical advantage and strong emotional message.