Behind the Ambitious Project That Aims to Keep a Language Alive and Thriving in New Zealand

Kupu, from ColensoBBDO, places Māori culture front and center

The platform was built using Google Translate’s API and Cloud Vision, but the real power in the app is how translations are supported by data from the Te Aka Māori Dictionary, the de facto source for the language. Spark / ColensoBBDO

Last year at Cannes, several winning agencies used technology in interesting ways to make an impact on culture—specifically, in their home markets. On one end of the spectrum, a mobile app created by Grey Brazil in used facial recognition to identify corruption in political candidates. On the other, MullenLowe SSP3 in Colombia partnered with Google to bridge the digital divide by allowing people without smartphones in remote regions without internet access to call a number to use Google Assistant to find information.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.