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Translation Pen: All
Advertising Agency: DDB Hong Kong
Typographers: Ken Hui, Frank Lau
Photographer: Edmond Poon
Executive Creative Director: Christine Pong
Creative Directors: Derek Wong, O Poon
Art Director: Ken Hui
Copywriter: Derek Wong
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So what? What is the idea?
The product shot looks like an Iris pen (www.irislink.com), which are handheld scanners that include translation software. Good idea, the benefit is clear.
Done, done, done ....
by all of composition of "A" "L" "L"
they're look like "ZEN" (KANJI in japan or china)
and "ZEN" meaning is "all" too
I;ll try and try foerver
Zen isn't 'All'... and it's not written like the ad above, but like this >http://www.astromagik.com/Zen.jpg
Zen is pronounced as 'Chan', while the word above is pronounced as 'Quan'. The above word is 'All' or 'Everything' in Chinese.
Zpolice thanks, now i get it, nice, good work!!!
Looks like ALL to me. Then I say, what's the point? Is there a translation on the tagline?
great idea, great art execution too. Only those fluent in chinese and english will get it I suppose, but it doesn't matter since it speaks to the target audience.
Copy at the bottom roughly means "Fast english to chinese translation"
if we translate the english word "ALL" to chinese, it's 全.
the concept divided the chinese character to 3 letters A-L-L.
and they are selling a translate machine.
it seems a hand held scanner with a display scan and translate the word instantly.
This similar concept can easily be seen in Hong Kong.
Nothing really special here :)