How Toaster Singapore turned Google Translate into the official AI host of the 2018 Asian Games
The 2018 Asian Games was held in Jakarta late last year. One of the more interesting advertising concepts from the Games was for Google Translate who wanted to be a part of Asia’s biggest sporting event in a meaningful and purposeful manner.
Instead of creating an ad, Toaster Singapore turned Google Translate into the official AI host of Asian Games.
By using its voice and camera feature, they gave Google Translate a personality in different languages to connect with everyone in the stadium.
They also composed a song that was fully created using the Google’s Translate app to mark the closing event. Without spending any media dollars, Google Translate became one of the most talked about event of the show.
Credits –
Executive Creative Director: Vinod Savio
Producer: Petra Ferdinan
Senior Art Director: Prayudha Bimo Aryotejo
Creative Group Head: Meyvi Wedelia
Senior Copywriter: Satria Partala Pamungkas
Executive Producer: Dewi Pintokoratri
Motion Graphics Designer: Mujib Jamin
Head of Creative Technology: Oliver Dooley
Developer: Kencana Kesuma
2 Comments
How many half truths and unchecked fake facts can you use in a case study? Go google, go facebook. Who needs truth when you can make stuff up.
viewership even FIFA can’t match? are you kidding?