In the United States, language is access. Yet, in a country where the Hispanic community is the largest and fastest growing minority group with over 42 million native Spanish speakers, the banking industry offers limited access to non-English speakers.

Because of this, there are over 11 million child translators in the United States. Kids as young as 5 or 6 are forced to translate daily life for their families. U.S. Bank saw this in their branches and was inspired to create Asistente Inteligente - the country’s first and only Spanish language voice assistant for banking. To launch it, they wanted to celebrate the children who inspired it. While shining a light on such an important part of our culture.

11-year-old Densel, 13-year-old Harye and 16-year-old Virginia balance school and childhood with translating for their parents. Every kid needs their parents, but when you’re the only English speaker in your family, sometimes that relationship gets flipped. This documentary tells the untold story of Densel, Hayre and Virgina - and the over 11 million kids who act as their family’s translators on matters that are often more adult than they are. And the adults who are forced to depend on children to navigate life in the United States.

The film generated an unprecedented media swell of over 16.7 billion earned media impressions. It garnered 492 million social engagements. Brand awareness increased by 13 points and brand consideration increased by 10 points. We also saw the brand attribute for “makes me feel valued” rise by 8 points compared to the previous year. U.S Bank also saw a 10% increase in Hispanic customers. The film was officially selected to 13 international film festivals and took the top prize at 3.