ADC Awards
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Learn more about ADC105
Category
Branded Content / Entertainment / Online Video - Long Form
URL
Click to launch
Annual ID
ADC103_ADV113M
About the Work
There are over 11 million child translators in the United States. Which means that millions of non-English speaking adults are forced to rely on children to translate everything from healthcare to legal documents to the family’s finances. It’s a big burden for a little kid.
U.S. Bank saw this firsthand in their branches. And was inspired to create Asistente Inteligente, the country’s first and only Spanish voice assistant specifically for banking. With Asistente Inteligente, 42 million native speakers could now bank with their own voices, while confidently navigating industry-specific acronyms and jargon in their own language.
We didn’t want to just advertise the product. We wanted to celebrate the children who inspired it. So we created, “Translators,” a 20-minute documentary that told their story.
It started a national conversation. Gaining over 16.7 billion earned media impressions and 965 earned media impressions. It also gained a 13-point increase in brand awareness, 965 earned placements and a 10-point increase in brand consideration. And usage of Asistente Inteligente shot up by 220%. “Translators” was also officially selected for 13 film festivals around the world, and won three.
U.S. Bank saw this firsthand in their branches. And was inspired to create Asistente Inteligente, the country’s first and only Spanish voice assistant specifically for banking. With Asistente Inteligente, 42 million native speakers could now bank with their own voices, while confidently navigating industry-specific acronyms and jargon in their own language.
We didn’t want to just advertise the product. We wanted to celebrate the children who inspired it. So we created, “Translators,” a 20-minute documentary that told their story.
It started a national conversation. Gaining over 16.7 billion earned media impressions and 965 earned media impressions. It also gained a 13-point increase in brand awareness, 965 earned placements and a 10-point increase in brand consideration. And usage of Asistente Inteligente shot up by 220%. “Translators” was also officially selected for 13 film festivals around the world, and won three.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
McCann Detroit
Casanova//McCann
Weber Shandwick
Client / Brand
U.S. Bank / Minneapolis
Art Director
Erika Casales
Chief Creative Officer
Brad Emmett
Copywriter
LeAndra Langhorne
Creative Director
Christian Beckett
Jon Vall
EVP, Chief Strategy Officer & Chief Marketing Officer
Kai Sakstrup
EVP, Executive Creative Director
Erin Wendel
Lauren McCrindle
EVP, Executive Strategy Director
Anne Feighan
Senior Producer
Mj Soler
SVP, Executive Comms Strategy Director
Dominic Poynter
VP, Strategy Director
Daniel Lammon
Account Director
Mercedes Ward
Account Executive
Bela Pamfilio
Account Supervisor
Courtie Davis
Communications Manager
Meredith Luerssen
EVP, Global Account Director
Rob Rawley
Junior Producer
Erin Michelitsch
President
James Ward
SEVP, Chief Diversity Officer
Greg Cunningham
SVP, Creative Strategy & Delivery
Kelly Colbert
SVP, Global Director of Marketing Communications
Scott Berwitz
SVP, Group Account Director
Stephen Doyle
VP Director, Channel Planning
Josie Castro
VP, Creative Strategy & Delivery
Toni Sizemore
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