Not many people know about Google Translate's camera feature, which allows you to translate images by simply pointing your camera lens at the foreign text. For this student campaign, we relied on the "cliffhanger" method and devised a series of billboards with cultural tips that can only be unlocked using the camera feature.  Not only does this encourage more people to use the camera feature, but it also encourages people to gain a deeper understanding of a country's culture and customs.