Winners & Shortlists

SPELL UP

Silver Eurobest

Case Film

Presentation Board

TitleSPELL UP
BrandGOOGLE
Product/ServiceCHROME
Category A08. USE OF MUSIC/SOUND DESIGN
Entrant Company GOOGLE CREATIVE LAB London, UNITED KINGDOM
Advertising Agency GOOGLE CREATIVE LAB London, UNITED KINGDOM
Credits
Name Company Position
Google Creative Lab Google Creative Lab Creative Agency
Hello Monday Hello Monday Production Company

Creative Execution

We gave people the opportunity to practice their English anywhere, and were the first to use the Web Speech API for teaching purposes. We used a multitude of web technologies (inc. Web Speech API, Text-to-Speech API, Google Translate API, Vibration API, Collins Dictionary API, CSS3 and Canvas, Web Audio) to ensure it was a fun experience on mobile and desktop, and most importantly available to all. By building a fun game, we showed how these technologies could be used in an for education and fun helping people to improve their english and inspire others to to use these technologies.

Nearly 4 million visits, with more than 56% of users coming from countries where English is not the first language. It was picked up by educational and tech press, and social media posts showed usages from living rooms to schools all over the world. Hopefully, we will inspire others to create more teaching tools using the technology.

When Web Speech, a new voice recognition API, was added to Chrome we wanted to introduce it to the public in a playful and useful way. We decided to showcase the technology as an educational tool that could help those learning a new language, like English. We also gave ourselves the challenge of making the technology accessible, easy-to-use, and fun. We targeted those learning english as a second language who were over 13 years of age.