2023 Winner

The Google Pixel 6a boasts a real time translation feature which allows messages on chat applications to be converted into the language of choice. To communicate this feature to the Chinese immigrant population in Canada, Telus and Google created an innovative print ad and placed it in high Chinese readership publications. The “Carbon Copy” ad, by Response Advertising, consisted of three pages: one which carried the message in English, the back of the page showing the carbon imprint and the immediate next page featuring the message translated into Chinese.

Credits

Jatinder Rai, President, Response Advertising Inc.
Nachiket Sant, Vice President and Creative Director, Response Advertising Inc.
Prachi Salvi, Account Director, Response Advertising Inc.
Curtis Zhang, Account Manager, Response Advertising Inc.
Tiffany Lai, Sr. Graphic Designer, Response Advertising Inc.
Andy Wong, Copywriter, 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