Once upon a time (well, actually just about ten years ago), YouTube was the go-to home for rich media, and it largely consisted of video, Java, audio, and vector graphics. The phrase ‘rich media’ was not yet widely known or used, but its potential had already begun to catch the eye of marketers and advertisers.
Fast forward to today and rich media as we know it – like Pokémon – has evolved. It is travelling all over the nooks and crannies of the interwebs in a quest for bigger and better things. Like selfies, rich media has found a comfortable new home on social media and it is there that is screaming for attention to all who are willing to listen.
I’ve been a self-proclaimed Sydney-sider for almost nine years now. Having had a culturally diverse upbringing in four different countries, prior to making Sydney home, I can say with confidence that my new home is one of the most diverse. The very suburb I live in ranks 11th in the recent SBS interactive “how diverse is my suburb”, representing 125 different ancestries. Chinese makes up the largest chunk followed by Australian, Macedonian, Greek, Lebanese, Nepalese and Indian.
Acceptance of diversity is part of our society in Australia and Australians do diversity really well when it comes to opening doors to migrants from across borders and helping them build their future here. After all, close to 47% of our population were born overseas or have a parent born overseas, of which, approximately 25% of our overall Australian population are from Asian cultures. This is just a conservative estimation while we await Census 2016 figures.
Two years ago, we wrote the article “Hall of Shame: The Art of Translation” showcasing the importance for marketers and advertisers to engage experts in translation and transcreation. The key message was to avoid embarrassing social, lingual and cultural gaffes when marketing to multicultural audiences by considering all angles. It seems that times change, yet human folly is eternal. The following is our updated list of notable translated advertising and marketing materials: The Good, The Bad and The Ugly.