The Navy - "Lost In Translation"

VML Melbourne

VML Melbourne Southbank, Australia

713

Title	Lost In Translation
Agency	VML Melbourne
Campaign	Lost in Translation
Advertiser	Royal Australian Navy
Brand	The Navy
Date of First Broadcast/Publication	2020 / 1
Business Sector	State Employment, Forces & Police Recruitment
Story	The Royal Australian Navy needed to recruit Navy Cryptologic Linguists, a priority role whose primary duty is to translate and interpret languages. So, we enlisted the help of Artificial Intelligence, the very technology most job seekers are fearful of replacing human roles. And while A.I. can play a big role in the modern workforce, surprisingly it doesn’t always get it right when it comes to language translations. We demonstrated this by putting A.I. to the test, getting it to translate well-known phrases, quotes, stories and music lyrics between languages. We then took the mistakes it made and highlighted them in an advertising campaign, reinforcing that there’s no room for error as a Cryptologic Linguist and why some roles will always require a human touch.
Media Type	Integrated Media/360 Activation
Length	134 seconds
Associate Creative Director	Shane Geffen
Production Company	Baxter Sound