2023 Winner

With the “Translation Minus Translation” campaign, Telus and Google wanted to make the Chinese immigrant population in Canada aware of the real time translation feature of Google Pixel 6a. Response Advertising came up with an innovative OOH experience that translated the message in real-time, just like the phone; it used lenticular printing, which allows an image to appear to be changing or moving. As the audience passed by the various installations, the message displayed in English would, after a step or two, translate into Chinese. The campaign was a success, resulting in 38 million impressions and 35% above average recall.

Credits

Jatinder Rai, President, Response Advertising Inc.
Nachiket Sant, Vice President, Response Advertising Inc.
Prachi Salvi, Account Director, Response Advertising Inc.
Arpit Dwivedi, Media Director, Response Advertising Inc.
Andy Wong, Copywriter, Response Advertising Inc.
Curtis Zhang, Account Manager, Response Advertising Inc.
Tiffany Lai, Sr. Graphic Designer, Response Advertising Inc.
Caroline Yao, Copywriter, Response Advertising Inc.
Andrea Lau, Art Director, Response Advertising Inc.
Lise Doucet, Director, Marketing Communications, TELUS
Alyssa Sudac, Sr. Marketing Communications Manager, TELUS
Sophia Yang, Marketing Communications Manager, TELUS
Nicole Bakker, Marketing Communications Manager, TELUS
Lory Phan, Marketing Communications Manager, TELUS
Alex Kwan, Google Canada