U.S. Bank Wins Silver Lion at Cannes for 'Translators'
U.S. Bank's 'Translators' campaign, which won multiple awards throughout 2023 including the Tribeca Film Festival, was honored again with a Silver Lion at Cannes Lions International Festival of Creativity 2024.
The campaign objective was to address the challenge faced by millions of non-English speaking adults in the United States who rely on child translators for various essential tasks, including banking. U.S. Bank responded to the situation by creating Asistente Inteligente, the first Spanish voice assistant designed specifically for banking.
The 20-minute 'Translators' documentary showcases the experiences of child translators in various community settings, including schools, churches, and US Bank branches. The results sparked a national conversation with over 16.7 billion earned media impressions and a 220% surge in Asistente Inteligente usage.