Etranslate.
UNTRANSLATABLE.
.
Etranslate is a professional translation agency working with private clients, companies, and organisations. A core pillar of their business is the use of real human translators - experts who understand nuance, context, and cultural complexity.
shot on location in Denmark - August, 2022.
THE BRIEF
How do you showcase the value of linguistic expertise in a world increasingly dominated by AI-powered translation tools?
We were tasked with developing a campaign that would focus on how language is unique, culturally rooted, and dependent on human insight. In a market shaped by automation, the goal was to underline the importance of the human touch in translation.
How do you showcase the value of linguistic expertise in a world increasingly dominated by AI-powered translation tools?
We were tasked with developing a campaign that would focus on how language is unique, culturally rooted, and dependent on human insight. In a market shaped by automation, the goal was to underline the importance of the human touch in translation.
OUR TAKE
We developed the concept, Untranslatable Words, highlighting words from different languages that cannot be directly translated.
The concept opens a dialogue about how culture, history, and emotion shape language and why translation requires cultural understanding rather than literal accuracy.
The voice-over reinforces that translation is not a purely technical or mathematical task, but one driven by emotion, intention, and human perception.
reprise.