Android - Google Ad "100 Billion Words"
Google Creative Lab, NY
Credit: CW freelance (part of CD Jesse Juriga’s CL team)
Brief: Get Android users to start using Google Translate in their everyday.
Solve: Show experience-hungry Android users how this tool can help them do a lot more than just translate.
We repositioned Translate as more of an experience tool. Mainly to appeal to the spontaneous roamer in those who aspire to be. The part that yearns to reach out and close all kinds of gaps (cultural, social, practical) as they move through
a world that offers so many opportunities to connect, learn and experience new things. Our aim was to turn Translate into more than just a nice to have, for a target who values connection above all else.