Lost in Translation

The campaign that uses A.I. to provide the Navy needs humans

Office: Sydney

Client: Australian Defence Force Careers

The Navy needed to recruit Cryptologic Linguists, whose primary role is to intercept and translate languages.

Enlist the help of AI – the very technology most job seekers think will replace human roles. While AI plays a major role in the modern workforce, surprisingly it doesn’t always get it right when translating languages.

To prove this, the agency fed the world’s most popular AI well-known phrases, movie quotes and music lyrics and highlighted the mistakes in the Lost In Translation campaign. After a month in market applications were up 1140% year-on-year and all roles had been filled… by humans.

472% increase in traffic to the job page

Applications up 1,140% year on year