The One Show
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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, sometimes as young as five or six, 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 noticed this firsthand in their branches. And was inspired to create Asistente Inteligente: the country’s first and only Spanish voice assistant for banking. Until now, there were no bilingual voice assistants for banking in the United States. With Asistente Inteligente, 42 million native Spanish speakers could now bank with their own voices and in their own language. Without depending on others to translate.
But to launch it, we didn’t just advertise the product. We wanted to celebrate the children and community who inspired it. So we created, Translators, a 20-minute documentary that told their story. We launched the film at the Los Angeles Latino International Film Festival (despite qualifying for other mainstream festivals at the time) followed by the Tribeca Film Festival.
We partnered with American actors Leslie Grace and John Leguizamo, who resonated with the community and broader audiences and provided an authentic connection, given their own experiences translating for their families. We leveraged their voices in major outlets ensuring that each interview became a heartfelt exchange about these shared experiences.
Then we took it to communities who know this story best. The film was shown at colleges, schools, community centers, churches and in U.S. Bank branches across the country. Sound booths at screenings allowed people to share their translator stories. The trailer was shown on the jumbotrons during Minnesota Twins and Kansas City Royals games. A microsite hosted the film to drive additional reach and awareness. All creative was produced in English and Spanish.
It started a national conversation, gaining over 16.7 billion earned media impressions across both mainstream and Latinx publications, 965 earned placements and 500 million social engagements. It also gained a 13 point increase in brand awareness and a 10 point increase in brand consideration. Usage of Asistente Inteligente rose by 220%.
U.S. Bank noticed this firsthand in their branches. And was inspired to create Asistente Inteligente: the country’s first and only Spanish voice assistant for banking. Until now, there were no bilingual voice assistants for banking in the United States. With Asistente Inteligente, 42 million native Spanish speakers could now bank with their own voices and in their own language. Without depending on others to translate.
But to launch it, we didn’t just advertise the product. We wanted to celebrate the children and community who inspired it. So we created, Translators, a 20-minute documentary that told their story. We launched the film at the Los Angeles Latino International Film Festival (despite qualifying for other mainstream festivals at the time) followed by the Tribeca Film Festival.
We partnered with American actors Leslie Grace and John Leguizamo, who resonated with the community and broader audiences and provided an authentic connection, given their own experiences translating for their families. We leveraged their voices in major outlets ensuring that each interview became a heartfelt exchange about these shared experiences.
Then we took it to communities who know this story best. The film was shown at colleges, schools, community centers, churches and in U.S. Bank branches across the country. Sound booths at screenings allowed people to share their translator stories. The trailer was shown on the jumbotrons during Minnesota Twins and Kansas City Royals games. A microsite hosted the film to drive additional reach and awareness. All creative was produced in English and Spanish.
It started a national conversation, gaining over 16.7 billion earned media impressions across both mainstream and Latinx publications, 965 earned placements and 500 million social engagements. It also gained a 13 point increase in brand awareness and a 10 point increase in brand consideration. Usage of Asistente Inteligente rose by 220%.
2024 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
McCann Detroit
Casanova//McCann
PR / Marketing Agency
Weber Shandwick
Art Director
Erika Casales
Copywriter
LeAndra Langhorne
Creative Director
Christian Beckett
Jon Vall
CCO
Brad Emmett
EVP, Chief Creative Officer
Elias Weinstock
EVP, Chief Strategy Officer & Chief Marketing Officer
Kai Sakstrup
EVP, Executive Creative Director
Erin Wendel
Lauren McCrindle
EVP, Executive Strategy Director
Anne Feighan
Senior Art Director
Tessy Heyser
Senior Copywriter
Sofia Zermoglio
Senior Producer
Mj Soler
SVP, Executive Comms Strategy Director
Dominic Poynter
VP Creative Director
Carlos Tornell
VP, Strategy Director
Daniel Lammon
Account Director
Mercedes Ward
Account Executive
Bela Pamfilio
Account Supervisor
Courtie Davis
Assistant Account Executive
Daniela Rivera
AVP, Event Planner
Katherine Stokoe
AVP, Marketing Specialist
Jackie Turnquist
AVP, Social Media Specialist
Jennifer Strecker
Communications Manager
Meredith Luerssen
Director, Media Relations
Jackie Baez
EVP, Business Development
Emily West
EVP, Chief Stewardship Officer
Karla Acevedo
EVP, Earned Media Strategist
Veena Raj
EVP, Global Account Director
Rob Rawley
Group Account Director
Adriana Escarcega
Junior Associate, Client Experience
Yuna Komiyama
Junior Producer
Erin Michelitsch
Management supervisor
Vanessa Leal
President
James Ward
President/CEO
Ingrid Smart
Senior Associate
Libby McCarthy
Senior Manager
Dayana Alvarado
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
SVP, Head of Community Affairs
Erica Opstad
SVP, Head of Enterprise External Communications
Jeffrey Shelman
SVP, Sponsorship, Experiential & Event Marketing Director
Chris Lee
VP Director, Channel Planning
Josie Castro
VP, Community Affairs Managers
Jill McCullough
VP, Creative Strategy & Delivery
Toni Sizemore
VP, Experiential Manager
Aaron Klein
VP, Marketing Content Director
Erin Gulden
VP, Marketing Manager
Kevin Ludke
Ramiro Padilla-Klein
VP, Public Affairs & Communications
Susan Beatty
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