The One Show
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Category
Branded Entertainment for Good
Annual ID
OS24_BE014S
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, 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 saw this happening 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 Spanish speakers could now bank with their own voices and in their own language (and dialect) without depending on others to translate.
To launch it, 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. We worked with an Emmy-award winning Hispanic American director. And scoured the country to find the right families to bring this story to life.
The film was launched at the Tribeca Film Festival and was officially selected to be part of 12 other film festivals around the world. But it was important that we shared the film with the community that inspired it. So we took it directly to them with screenings in colleges, schools, community centers, and churches as well as at U.S. Bank branches across the country. The trailer was also shown on the jumbotrons during Minnesota Twins and Kansas City Royals games.
Something nobody talked about 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 and a 10-point increase in brand consideration. And usage of Asistente Inteligente shot up by 220%.
U.S. Bank saw this happening 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 Spanish speakers could now bank with their own voices and in their own language (and dialect) without depending on others to translate.
To launch it, 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. We worked with an Emmy-award winning Hispanic American director. And scoured the country to find the right families to bring this story to life.
The film was launched at the Tribeca Film Festival and was officially selected to be part of 12 other film festivals around the world. But it was important that we shared the film with the community that inspired it. So we took it directly to them with screenings in colleges, schools, community centers, and churches as well as at U.S. Bank branches across the country. The trailer was also shown on the jumbotrons during Minnesota Twins and Kansas City Royals games.
Something nobody talked about 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 and a 10-point increase in brand consideration. And usage of Asistente Inteligente shot up by 220%.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
McCann Detroit
McCann Worldgroup
Client / Brand
U.S. Bank / Minneapoilis
Art Director
Erika Casales
Chief Creative Officer
Brad Emmett
Copywriter
LeAndra Langhorne
Creative Director
Christian Beckett
Jon Vall
Executive Creative Director
Erin Wendel
Lauren McCrindle
Chief Strategy Officer & Chief Marketing Officer
Kai Sakstrup
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
Chief Diversity Officer
Greg Cunningham
Communications Manager
Meredith Luerssen
EVP, Global Account Director
Rob Rawley
Junior Producer
Erin Michelitsch
President
James Ward
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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