Bronze
Creativity In PR
Corporate Purpose/Social Responsibility
| Entrant: | Weber Shandwick, New York |
| Brand: | U.S Bank |
| Title: | "Translators" |
| Corporate Name of Client: | U.S. Bank |
| Client Company: | U.S. Bank, Minneapolis |
| Chief Marketing Officer: | Kai Sakstrup |
| Client Strategists: | Kelly Colbert/Toni Sizemore |
| Client Marketing Directors: | Ramiro Padilla-Klein/Kevin Ludke/Erin Gulden |
| Client Company Chief Diversity Officer: | Greg Cunningham |
| Client Company Public Affairs & Communications: | Susan Beatty |
| Client Companies Experiential: | Chris Lee/Aaron Klein |
| Client Companies Marketing & Social Specialists: | Jackie Turnquist/Jennifer Strecker |
| Client Company Enterprise External Communications: | Jeffrey Shelman |
| Client Companies Community Affairs: | Erica Opstad/Jill McCullough |
| PR Company: | Weber Shandwick, New York |
| PR Company Executive Vice President, Media Relations Consumer: | Veena Raj |
| PR Companies Account Manager(s): | Dayana Alvarado/Libby McCarthy/Yuna Komiyama |
| PR Company Director, Media Relations: | Jackie Baez |
| PR Company President, New York: | Michael Wehman |
| PR Company EVP, Business Development: | Emily West |
| Agency: | McCann Detroit , Detroit |
| Agency President: | James Ward |
| President/CEO, Casanova//McCann: | Ingrid Otero-Smart |
| Chief Creative Officer: | Brad Emmett |
| Creative Directors: | Christian Beckett/Jon Vall |
| Creative, Casanova//McCann: | Elias Weinstock/Carlos Tornell/Tessy Heyser/Sofia Zermoglio |
| Copywriter: | LeAndra Langhorne |
| Art Director: | Erika Casales |
| Agency Senior Producer: | MJ Soler |
| Agency Producer: | Erin Michelitsch |
| Agency Brand Strategists: | Erin Wendel/Lauren McCrindle/Anne Feighan/Daniel Lammon/Dominic Poynter |
| Agency Strategic Planner: | Josie Castro |
| Agency EVP Global Account Director: | Rob Rawley |
| Agency SVP Group Account Director: | Stephen Doyle |
| Agency Account Executive: | Bela Pamfilio |
| Agency Account Supervisor: | Courtie Davis |
| Agency SVP Global Director of Marketing Communication: | Scott Berwitz |
| Agency Communications Manager: | Meredith Luerssen |
| Agency Account Director: | Mercedes Ward |
| EVP/Chief Stewardship Officer, Casanova//McCann: | Karla Acevedo |
| Account, Casanova//McCann: | Adriana Escarcega/Vanessa Leal/Daniela Rivera |
| Production Company: | Park Pictures, New York |
Description:
U.S. Bank noticed this firsthand in their branches, leading to the creation of Asistente Inteligente–the country’s first and only Spanish voice assistant for banking.
By leveraging colloquial Spanish and formal Spanish, Asistente Inteligente enables 42 million native Spanish speakers to bank 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.