Radio Campaign

The Royal Australian Navy launched these radio spots as part of a campaign promoting Cryptologic Linguists whose primary role is to translate languages. While Artificial Intelligence plays an important role in the modern workforce, it doesn’t always get it right when it comes to language translations. The campaign takes those mistakes and highlights them. Using sophisticated A.I., the advertising takes real mistranslated lyrics, movie quotes and phrases and uses them to highlight the importance of humans in these roles.

Voice direction, sound editing and mixing by Paul Baxter.

Client: Royal Australian Navy
Agency: VMLY&R Melbourne
Production: Baxter Sound
Chief Creative Officer: Paul Nagy
Executive Creative Director: Jake Barrow
Associate Creative Directors: Kieran Moroney, Shane Geffen
Agency Producers: Aaron Rocca, Catherine Bonny
Account Director: Bindy Bassingthwaighte
Sound Engineer: Paul Baxter
Designer: Fabio Lima
Account Manager: Gabrielle Sandel