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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:
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, 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.