You don’t expect an AI-powered language translator brand to promote human abilities to translate each other’s meanings. But Translated is, and agency, AUGE Communications has housed that in a heartfelt story. Why? Because it humanises a technology that can be a little daunting.
The campaign shows that humans engage in translation every day, often without even realising it. We decode languages that extend beyond mere words, enabled by our cultures, experiences, and beliefs. The campaign celebrates the unique value of humans. At a time when artificial intelligence (AI) dominates the headlines, the campaign aims to shine a spotlight on the role of humans in the advancement of technology.
Translated wants people to understand that it has pioneered a unique form of collaboration that brings together human creativity and artificial intelligence to enable everyone to understand and be understood in their own language. Translated combines the sensitivity and uniqueness of professional translators with the capacity and speed of machine translation.
The campaign film was directed by the king of emotive content, Martin Werner, through Mercurio Production. The spot is a moving collage of human interactions without the use of words, and highlights everyone’s ability to translate what is not expressed in words.
A team of 48 professional translators from the Translated linguistic pool in twelve countries, rooted in their respective regions, validated the authenticity of the multicultural actors’ body language and facial expressions in the film. They analysed the impact of gestures on their cultures, discussing meaning, cultural sensitivities, cultural nuances, and the effectiveness of gestures. The film’s soundtrack is an original score by Michele Braga.
AUGE’s Human Touch campaign will run on paid social channels Facebook, YouTube, LinkedIn in 12 markets across the world, and B2B digital channels across Europe and America. Human Touch will run in Belgium, China, Denmark, France, Germany, Holland, Italy, Japan, Mexico, Norway, Poland, Portugal, Qatar, South Korea, Spain, Sweden, UAE, UK and North and South America.
Marco Trombetti, co-founder & chief executive officer of Translated, commented. “Language is the most important factor in human evolution, and yet the full potential of language has not been unlocked. Ensuring that everyone can understand and be understood is one of the most impactful pursuits. We believe in humans, and in their crucial role in leading the future of technology.”
Isabelle Andrieu, co-founder & chairwoman of Translated, added, “There’s nothing more inherently human than our delicate yet intricate nature. Now, at this perfect moment, we celebrate our uniqueness, embracing both our fragility and complexity. Empowered by technology, we have the potential to elevate ourselves and achieve remarkable feats.”
Federica Ariagno, founder & executive creative director of AUGE, added, “With this campaign we wanted to reposition Translated’s pioneering status while changing the global conversation on A.I., and the way we see relationship with it. We believe that creativity, along with a strong insight, is still the greatest power to shift culture, and will always be.”
Credits:
Client: Translated
Chief Executive Officer & Co-Founder: Marco Trombetti
Chairwoman & Co-Founder: Isabelle Andrieu
Brand & Creative VP: Patrizia Boglione
Agency: AUGE Communication
Executive Creative Director: Federica Ariagno, Giorgio Natale
Creative Supervisor & Copywriter: Riccardo Stazione
Art Director: Alessandro Borrelli
Producer: Jessica Ferguson
Director: Martin Werner
DoP: Tommaso Terigi
Human Touch Original Score Music: Michele Braga
Lyrics & Voice: Bea Sanjust Tabula Rasa Edizioni Musicali
Production Company: Mercurio Film
Executive Producer: Luca Fanfani
Production Manager: Daniele Pau
Producer: Martina Perversi
Assistant Producer: Veronica Tremolada
Stylist: Valentina Mezzani
Set Designer: Stella Lombardo
Post Producer: Roberta Caimi
Editor: Eleonora Cao
Colourist : Daniel Pallucca
Post Production Video: Iggy Post
Post Production Audio: The Log
