Title	TASTE THE TRANSLATION
Brand	ELAN
Product/Service	TRANSLATOR
Entrant Company	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Advertising Agency	J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Production Company	DPPLR Amsterdam, THE NETHERLANDS

Name	Company	Position
Bas Korsten	J. Walter Thompson Amsterdam	Executive Creative Director
Maarten Vrouwes/Friso Ludenhoff/	J. Walter Thompson Amsterdam	Creative Director
Kyoko Takeshita	J. Walter Thompson Amsterdam	Designer/Concept
David Navarro	J. Walter Thompson Amsterdam	Designer
Ronald Mica	J. Walter Thompson Amsterdam	Designer
Güney Soykan	J. Walter Thompson Amsterdam	Designer
Linda Jansen	J. Walter Thompson Amsterdam	Concept Producer
Stephanie Ruitenbeek	J. Walter Thompson Amsterdam	Screen Producer
Stephanie Ruitenbeek/Mariska Fransen	J. Walter Thompson Amsterdam	Producer Post Production
Maarten Groen	Dpplr	Director
Amber Akkermans	Dpplr	Producer
Mick Dantzig	Freelancer	Dop
Wouter Abbestee/Chee-han Wong	Freelancer	Editor
Ruben Labree	DPPLR	Editor
Jacco Lenstra	Studio Alfred Klaassen	Sound Design Arrangement

Brief Explanation

ElaN Languages provides a great online translation tool, however it’s not as well known as it should be. Not many people are aware of the quality of ElaN, since almost everyone uses Google Translate. Our goal was to find a fun and playful way to draw attention to ElaN’s online translation tool.

The Campaign

To prove that ElaN offers a better translation tool than Google, we put both tools to the test: a tasting test. We translated a Japanese recipe both with ElaN and with Google Translate. A chef prepared the two translated recipes and we served the dishes to passers-by. The outcome was clear: ElaN translated a far tastier dish than Google Translate. We filmed this test and posted the video on social media, along with the Japanese recipe and a call to action for people to go try it themselves.

Creative Execution

There were two main objectives in this campaign Raise awareness 1 Create tasting test 2 In order to inspire engagement, the video was posted on the client’s YouTube and Facebook channels and their blog http://blog.elanlanguages. It was also used as an IDM, along with the original Japanese recipe and the call to action for people to copy the recipe and go try it themselves. Show ElaN is a better option than Google Translate We put both translation tools to the test: a tasting test. We translated a Japanese recipe both with ElaN and with Google Translate. A chef cooked the two translated recipes and we served the dishes to blindfolded passers-by. The outcome was clear: ElaN translated a far tastier dish than Google Translate. We filmed this test and posted the video on social media, along with the Japanese recipe and a call to action to go try it yourself.

People were genuinely surprised by the difference in the quality of translation of the two different tools, especially since they’ve been using Google all along and had never heard of ElaN. We received a lot of positive feedback on social media (Twitter and Facebook), and some people even sent us a personal e-mail saying they enjoyed the video, tried the experiment themselves and would think twice about using Google Translate in the future.