Challenge
Yahoo China's new translation software is easy to use but it's a crowded market. Tribal DDB Shanghai was called to create an exciting online way of publicizing the system.

Idea
Playing on the fact that Yahoo's Leyi translation tool just needs a simple click to provide quick and efficient translation. The Chinese word "翻" has a double meaning: one is "translate" and one is "turn over". Our tongue in cheek mini skirt on Yahoo China's homepage encouraged visitors to click in order to "turn over" the skirt and peer inside. Clicking on the skirt revealed the English translation.

Result
The Banner was an instant hit and Tribal DDB won a Bronze LongXi Award for best Online Advertising!