The people of Rio are known for being the best hosts in the world. But it’s hard to be a great host when you can’t speak your guest’s language.
Leading up to the Rio Olympics we worked with Google Brazil to introduce Cariocas (Rio locals) to Google Translate - a tool that can break down language barriers and help the world’s best hosts make everyone feel at home.
We led the effort with a contextual OOH campaign that translated pro tips about Rio, taken from real Cariocas, into several different languages.
There were 750 contextual placements in all.
We also used our OOH placements to welcome visitors at airports by partnering with Brazilian street artists to translate their iconic works into a variety of languages so that travelers and Olympians from all over the world would be welcomed with messages of love.
The campaign also included a launch film that aired in Rio and celebrated Carioca's diverse past.
MELTING POT
As we continued to develop the campaign, we also wanted to call attention to the current refugee crisis and show that the language divide doesn’t just affect travelers – it makes assimilating incredibly difficult for Rio’s growing refugee population.
In a second film that also aired in Rio, we documented the true story of a former refugee using Translate to let a young refugee know she’s not alone.
DEAR KRESTE
If you've made it this far, congrats! Here's the case study:
CASE STUDY