Client: ElaN
Date: May 2017
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J. Walter Thompson Shanghai and ElaN, a business translation service, launched print ads collecting snapshots of mistranslations across China to hilarious effects.

These Chinese-English mistranslations are everywhere in China, from tourist signs to menus and printed on T-shirts, proving amusing and confusing to English speakers.

Tortured translations such as “’Sixi roasted husband,’ anyone?” from menus to –“Racist park,” “Kiss and Ride” in road signs and finally, “F**ck the fruit area” in supermarkets.

The key message: Get it right.

Credits

Executive Creative Director: Carlos Camacho

Senior Creative Director: Supparat Thepparat / Theresa Ong

Creative Group Head: Nattagorn Thairattanasuwan / Pathida Akkarajindanon

Art Director: Long Yao Chua / Nattagorn Thairattanasuwan / Supparat Thepparat

Copywriter: Wei Shi / Pathida Akkarajindanon / Theresa Ong