2023 Winner

The Google Pixel 6a phone has a unique feature of real time translation. To communicate this to Chinese immigrants in Canada, Telus and Google developed “Translation: A Piece of Art.” The campaign, by Response Advertising, was inspired by the symmetrical drawings we did as kids: paint on one side of a page, then fold it, thereby replicating the same symmetrical design on the other page. For the campaign, the print ad was designed using a butterfly motif, reminiscent of a child’s painting. On one wing, the message was in English, while the other wing had the same message translated into Chinese.

Credits

Jatinder Rai, President, Response Advertising Inc.
Nachiket Sant, Vice President & 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