Emirates “Share a Smile”

Emirates is making the most of its multilingual international crew (that speaks 55 languages between them) with an amusing new set of videos explaining proverbs and idioms in a range of languages. 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 explain the meanings 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 of behind-the-scenes out-takes videos, showing the fun the crew had making the films.

Says Maurice Flanagan, EVP Emirates, “Emirates ‘Share a Smile’ has been created to showcase not only the breadth oflinguistic skills amongst our international and multilingual crew, it is also intended to help build cultural understanding in a light-hearted way amongst travellers."

“Share a Smile” is the latest step in Emirates’ global brand campaign ‘Hello Tomorrow’, which was launched in April 2012.