| Brief | 'The World in Words' is an illustration campaign designed to demonstrate the importance of wielding words wisely for audiences abroad – or risk getting lost in translation.Launched in an exhibition in London and followed up in DM, the campaign contrasts works from 15 internationally acclaimed artists from across the globe, all guided by the same creative brief: translate into visuals what home, chaos, move, feast and humour mean to them.The results highlight the complex effects that diverse cultural and linguistic backgrounds have on our way of seeing the world, even in the case of everyday concepts that are considered universal. Whether that’s the horror of an obligatory Korean company feast 회식 (hoesik) as portrayed by illustrator YR Choi in her response to feast, or the all-pervading sense of chaos, lurking beneath the surface, as represented by Lisk Feng in her depiction of 混沌 (hùndùn) – which in turn is in stark contrast to American-born Tim Lahan’s own response to chaos, surprisingly cheerful on first viewing.The campaign played a vital role in distinguishing the agency’s creatively-focussed offering within the translation sector and, by bringing to life the art form of translating nuances between cultures, was key in driving home the value of having the right global copy partner for brands navigating the uneven landscape of international comms. |
