McCann Detroit and US Bank scoop the Grand Prix, while Hearts & Science’s work for the Barbie movie lands it the Editors’ Choice at The Drum’s flagship awards show in the Americas. Translators is a 20-minute documentary from McCann Detroit and US Bank that tells the story of three child translators Winners of The Drum Awards for Marketing Americas 2024 were revealed in a show streamed live from New York’s Edison Ballroom today. Taking home the Grand Prix this year, as well as winning Gold in the Disruption category, was ‘Translators,’ a 20-minute documentary from McCann Detroit and US Bank that tells the story of three child translators.
The film highlights the over 11 million child translators in the United States, some as young as five or six, who are relied upon by millions of non-English-speaking adults to translate everything from the healthcare and immigration systems to the family’s finances. US Bank saw this happening in its branches and was inspired to create Asistente Inteligente, the country’s first and only Spanish voice assistant specifically for banking, to ease the burden on these young translators. With Asistente Inteligente, 42 million native Spanish speakers could now confidently bank with their own voices while navigating industry-specific acronyms and jargon in their own language.
The film was selected for 13 film festivals and took the top prize at three, as well as being shared with the community that inspired it with screenings in colleg.
