Source: TheDrum
When your job is to transfer the meaning of some word or concept into another language, it is inevitable that your cultural and linguistic background will have an influence on the end result, which can often mean the difference between understanding and getting lost in translation.
Franklyfluent translation agency wanted to show this in a truly vivid manner, so they partnered with 15 artists from around the world who were given the task to translate into visuals what words home, chaos, move, feast and humor mean to them.
The result is “The World in Words” campaign, which is a showcase of illustrations that strikingly show how cultural and linguistic backgrounds shape our view of the world.
Whether that’s the horror of an obligatory Korean company feast 회식 (hoesik) as portrayed by illustrator YR Choi in her response to feast, or the all-pervading sense of chaos, lurking beneath the surface, as represented by Lisk Feng in her depiction of 混沌 (hùndùn) – in stark contrast to celebrated artist Tim Lahan’s own response to chaos, which is surprisingly cheerful on first viewing.
Check out the “meaning” of the word chaos as perceived by different artists in the gallery below, and also visit the website of the campaign http://www.theworldinwords.co.uk/ to get a more comprehensive meaning of the entire campaign.
The illustrations will additionally form the basis of a Direct Marketing campaign led by the agency to highlight the need for a more considered creative approach in the localisation sector, and that there is no one-size-fits-all solution for brands seeking success on a global stage.
