Shwii by Nissan
Award: Wood Pencil
Wood Pencil / Radio & Audio / Commercial Campaigns / 2022
Waze is the crowdsourced navigation app that helps users avoid potholes, traffic and even the police. It uses 98 different languages but there is still no option to use it in Zulu. Zulu is the most widely-spoken home language in South Africa, yet Waze uses English, the fifth most spoken, and Afrikaans, the third most spoken, as the only local language options. TBWA\Hunt Lascaris created Shwii by Nissan, the first voice assist on the Waze platform using Zulu onomatopoeic voice commands, which communicate the danger in the word. This removed the need for translation, keeping Zulu drivers safe on the roads.
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