D&AD London

ABOUT

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.

AWARDS

D&AD Award - Wood Pencil

MADEIT CREDITS

  • Queensland Family & Child Commission / Defence Force RecruitmentClient
  • Alex AikmanAccount Manager
  • Andrea KopatsyClient
  • Baxter SoundSound Production
  • Bindy BassingthwaighteSenior Account Director
  • Catherine BonnyProducer
  • Leigh CookeEditor
  • Meaghan De LaurierAccount Director
  • Paul BaxterSound Engineer
  • Sarah BaileyManaging Director
  • * Shane GeffenAssociate Creative Director
  • * Jake BarrowExecutive Creative Director
  • * VMLY&R MelbourneAdvertising Agency
  • * Kieran MoroneyAssociate Creative Director
  • * Fabio LimaDesigner
  • * Aaron RoccaSenior Integrated Producer
  • * D&AD
  • * Paul NagyChief Creative Officer
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