The British Council in Egypt commissioned TNC to promote its courses and encourage people to seek out reliable avenues of learning English. The aim of the campaign was to point out the prevalence of incorrect English across the country, owing to a lack of qualified instructors without offending people. The campaign used a video showcasing humorous mistranslated signs across the country, pointing to the poor quality of English education in the country and promoting the institution’s courses. The campaign was very positively received, with strong social media engagement with the British Council and a 133% increase in leads. Owing to its success, the campaign was also rolled out to other countries in the region resulting in an increase in people seeking out the British Council to properly learn English.