Cannes Lions
BBH, New York / GOOGLE / 2010
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The Google Chrome web browser allows you to translate any website into your own language.In ‘Translate for Google Chrome’, we open on a handcrafted paper computer screen. We see the Spanish sentence ‘QUIERES COMPRENDER MAS?’Through what appears to be a magnification glass, we see an extreme close-up of the word ‘COMPRENDER’ as it transforms into ‘UNDERSTAND.’ We see actual people dressed in white conduct the transformation.The magnification glass goes out of frame and we see that the Spanish sentence has now been fully translated into English: ‘WANT TO UNDERSTAND MORE?’As the camera pulls out we see that the magnification glass was actually a mirror trick, and what was taking place inside it was actually happening for real, at the same time and in the same location.The people dressed in white walk up to the camera and pull up a sign. The sign says, ‘TRANSLATE THE INTERNET.’
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