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BERLIN, Germany—When you have a free competitor as hugely popular as Google Translate, your only valid option is to make the most of it.
That's exactly what translation service ElaN Languages decided to do (with help from JWT Amsterdam) when it created "Taste the Translation." The project's video shows a chef cooking the same Japanese recipe as translated by ElaN's team of human experts vs. Google Translate's automated results.
From the outset, Google's version shows its faults, which only get more challenging for the chef—and especially for the taste testers.
The project debuted earlier this year but didn't get much attention beyond the Netherlands until it hit the festival circuit, winning bronze at the Clio Awards and, this week, taking gold in the consumer direct category of the international Epica Awards being judged by advertising journalists (including myself) in Berlin.
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