Mauro Bisso Azcárate

Creative Director
& Art Director
DOC 234—34/2

Twitter
Feminine Arabic


LOCATION: Dubai, United Arab Emirates
YEAR: 2022For too long, the Arabic language defaulted to the masculine, even when addressing women. Every click, every prompt, every interaction on social platforms reminded women that they were being spoken to in the wrong form. With Feminine Arabic, Twitter changed that. A simple setting transformed everyday words into their feminine forms, giving women the chance to finally see themselves reflected and respected in the language they use daily. It wasn’t just a product update, it was a statement of recognition, a moment where millions of women could feel seen.

The launch of #FeminineArabic resonated far beyond the platform. Women across the region shared their voices, and over 140 brands joined in, pledging to speak inclusively and amplify the change. The movement sparked conversations in homes, offices, and classrooms, reaching more than 18 million people worldwide. Celebrated at Cannes Lions and Dubai Lynx, its real success lies not in awards, but in the simple power of every woman being addressed in the way she deserves—accurately, respectfully, and proudly.


















Cannes Lions 2022
Social & Influencer – Silver Lion
Social & Influencer – Shortlisted

Dubai Lynx | 2022
Digital– Grand Prix
Direct – Silver
Creative Strategy – Shortlisted
Direct – Shortlisted
Glass – Shortlisted
Mobile – Shortlisted
Social & Influencer – 2× Shortlisted

Campaign Purpose of Power Awards
 Diversity & Inclusion – Shortlisted







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