Lost In Translation
Award: Wood Pencil
Wood Pencil / Direct / Radio & Audio / 2021
Award: Shortlist
Shortlist / Radio & Audio / Commercial Campaigns
The Navy needed to recruit Cryptologic Linguists, whose primary role is to intercept and translate languages. So, VMLY&R Melbourne enlisted the help of AI – the very technology most job seekers think will replace human roles. While AI plays a major role in the modern workforce, surprisingly it doesn’t always get it right when translating languages. To prove this, the agency fed the world’s most popular AI well-known phrases, movie quotes and music lyrics and highlighted the mistakes in the Lost In Translation campaign. After a month in market applications were up 1140% year-on-year and all roles had been filled… by humans.