In their first attempt at creating a mobile app, Nathalie Turton and Lorelei Mathias managed 40,000 downloads and more than 1 million views on YouTube for its demo video. Not so shabby for an April Fool's gag.
The pair was behind the much-blogged-about Google "Translate for Animals" app released last month as a humorous way to promote the search giant's first-ever mobile handset. With a U.K. launch date right around April 1, why not wield a brand as big as Google to make oink, squawk and moo translations into English believable?
"We thought, since the phone has so many capabilities anyway, why not just exaggerate the truth a little?" said Ms. Turton. "And of all brands, Google could get away with it, because people tend to think they can make almost anything possible."
A U.K. native, Ms. Turton started her ad career at TBWA, London. Her freelance credits include work on McCann Erickson's much-awarded Halo 3 campaign. In 2008, she teamed up with Ms. Mathias, who had cut her teeth in book marketing for Random House titles, as well as her own novel "Step on it Cupid," a copywriter's adventures in speed-dating. Since the pair have worked for Euro RSCG, Beattie McGuiness Bungay and, before their current gig at Glue, BBH.
The pair—best known as Lolly and Nat—won the U.K. round of the Cannes Young Lions Film Competition in 2008 and, along with the Google work, have collaborated on projects for Martini, Reebok, 3 and The Green Party.