inlingua: A STORY LOST IN TRANSLATION

Credits & Description:

Category: Illustration

Advertiser: INLINGUA

Product/Service: LANGUAGE SCHOOL

Agency: KOLLE REBBE

Agency: KOREFE

Date of First Appearance: Dec 13 2010

Entrant Company: KOLLE REBBE, Hamburg, GERMANY

Creative Direction: Katrin Oeding (Kolle Rebbe / KOREFE)

Art Direction: Reginald Wagner (Kolle Rebbe / KOREFE)

Copywriter: Thomas Voelker (Kolle Rebbe / KOREFE)

Account Supervisor: Stefanie Karrer (Kolle Rebbe)

Account Manager: Carlo von Lintel (Kolle Rebbe)

Productioner: Franziska Ziegler (Kolle Rebbe)

Photographer: Ulrike Kirmse

Media placement: Christmas Mailing - 500 Mailings Distributed To Potential Corporate Clients - December 2010



Describe the brief from the client

More and more people put blind faith in translation engines on the Internet. However, they are no substitute for actually learning a language at an inlingua language school. A Christmas gift mailing for new business customers made customers aware of the issue.



Describe the challenges and key objectives

The challenge was to visualise abstract language that a translation machine changes beyond recognition.



Describe how you arrived at the final design

A Christmas story is translated by a machine from one language to the next. As it slowly dies a translation death, the robot slowly changes and becomes increasingly faulty until it destroys itself. A disc inserted in the cover can be used to translate the title and change the robot's facial expression. Even the pages are transformed from gentle, animate paper to cool, technically illustrated blueprints.



Give some indication of how successful the outcome was in the market

The book became a popular collector's item for the business customers that received it. Not only were there requests for more books; the number of applications for inlingua language courses increased during the promotional period by 13.5%.