WRK 01/08

CLIENT

Elan

ROLE

Design / Art Direction / Director

Together with ElaN Languages, we tackled this inherent gender bias by updating their online translation tool with a new feature: The Unbias Button. Traditional gender-biased job titles are automatically updated with an unbiased alternative, hopefully contributing to a level playing field where everyone has the same opportunities and every industry has access to all the world’s talent.

A new translation feature for a gender balanced world.

"We've been working with ElaN Languages for a few years now, and they've always been at the forefront of what translation means in the lives of people. That importance shines through in this new idea, for which ElaN adapted their online product. This is a fundamental change they felt was urgently needed to help achieve a gender-balanced world."

Bas Korsten — Global Chief Creative Officer, Wunderman Thompson

CREDITS

Agency: JWT Amsterdam
Creative Partner: Bas Korsten
Creative Directors: Friso Ludenhoff, Maarten Vrouwes
Director / Sr. Art Director: Tunchan Kalkan
Creatives: Marius Gottlieb, Jasper Korpershoek
Director / DOP: Robert Harrison
Digital Strategy Director: Wybe Sallows
Concept Producer: Charlotte Lilly
PR Director: Jessica Hartley
Editing, Motion Graphics & Sound Design: Tim Arnold
Voice-Over: Hannah Whitely