Jigsaw Casting Digital, Design & Branding Sideways Dictionary, 4 by Google Creative Lab

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Sideways Dictionary, 4

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Industry Software & Multimedia Productions, SaaS
Media Digital, Interactive & Mobile, Design & Branding
Market United Kingdom
Agency Google Creative Lab
Copywriter Nick Asbury
Service Agency hello monday
Released October 2016


D&AD 2017
Writing for Advertising Writing for Digital Platforms Wood Pencil

Credits & Description

Agency: Jigsaw
Client: Jigsaw
Creative Agency: Google Creative Lab London
Animation: Nomint
Copywriter: Nick Asbury
Design Agency: Hello Monday
Sideways Dictionary is like a dictionary for technology, but using analogies instead of definitions. It’s a platform for finding, rating and sharing helpful analogies to explain the tech issues that increasingly shape our lives.
The concept was developed by Jigsaw in partnership with writer Nick Asbury, who wrote 300 analogies to populate the site, which is now open to public contributions. Sideways Dictionary has been embedded into the Washington Post site to explain tech terms in their coverage, and is available as a Chrome plug-in to work across the web.