advert-body-1 by franklyfluent

Creative translation agency franklyfluent has launched a campaign to highlight the importance of wielding words wisely for audiences abroad - or get lost in translation.

'The World in Words' is an illustration campaign that contrasts works from 15 acclaimed artists from across the globe, all guided by the same creative brief: translate into visuals what home, chaos, move, feast and humour mean to them.

The results translate into revealing visuals the complex effects that diverse cultural and linguistic backgrounds have on our way of seeing the world, even in the case of everyday concepts that are considered universal. 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.

Accompanied by insights from the artists on their perceptions of the words and what inspired their pieces, following a physical launch in Spitalfields this month the artworks are exhibited in an online gallery.

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.