The transcreation is our specialty

Creative translations for global brands

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What is Transcreation?

WHEN YOU’VE GOT TO TRANSLATE YOUR AD TO ANOTHER LANGUAGE, YOU CAN FEEL ... A LITTLE LOST. LUCKILY, YOU’VE FOUND US; REAL EXPERTS IN CREATIVE TRANSLATIONS.

Transcreation is bringing a creative translation to life. It starts with a text along with an outlining brief detailing the campaign and brand characteristics to be communicated.

 

Transcreation is all about training your mind, letting your imagination run wild, plunging into the culture of the target country and thinking like the people living there.

 

You can transcreate marketing texts, ads, banners, slogans, payoffs, and any other marketing materials.

 

The objective of transcreation is to sell the product in the market that speaks the language we are translating.

What do you need to consider if you want a great transcreation?

 

Cultural differences between the country designing the ads and the country they are meant for. Words or phrases used in one culture don’t always have the same impact on an audience in another. But also the context in which an ad unfolds can create a number of challenges. Studying each and every expression becomes essential for creating a brand’s marketing ads in the target audience.

 

– Play on Words. These can prove to be a real challenge for translators. A catchphrase in one language can be a complete flop in another if it’s not correctly transcreated. The goal is always the same: to recreate the same impact in the target language of a brand’s target audience, using different words, phrases, or expressions. Or by turning the original text upside down if we’re sure it’ll get the right result.

 

The focus on culture, style, tone of voice, the register used, and emotional impact are all critically important elements for reaching the heart of the brand’s target audience.

So don’t be surprised if the translation of your slogan, ads, or payoffs is very different from the original text from a purely syntactic or semantic point of view.

The goal is to transcreate your message to convey your soul to the target audience, tailoring it to their customs, ways of thinking, and communicating.

Examples

The transcreation
for unforgettable brands

HARIBO

Haribo macht Kinder froh und Erwachsene ebenso

It’s impossible to forget the well-known tune:

Kids and grown-ups love it so – the happy world of Haribo

Especially for kids like us from the 1980s.

 

Do you know what the non-transcreated translation into English would have been?

Haribo makes children happy and adults as well

A whole different feel, don’t you think?

SWIFFER

When Swiffer’s the one, consider it done!

With a literal translation in Italian, we would have lost so much of the original slogan, for example, the rhyme.

The results? A really great Italian transcreation:

La polvere non dura perché Swiffer la cattura

ESSO

Put a tiger in your tank

With this example, we have to go back a few years, far back to 1959.

Esso’s slogan was

Put a tiger in your tank

Which in Italian was translated as

“Metti una tigre nel tuo carro armato”

Just a few years after the end of a terrible war, advertisers felt this kind of slogan wouldn’t have been a big hit with the public, in fact, probably the exact opposite.

And unknowingly, they used pure transcreation techniques and came up with this:

Metti una tigre nel motore (Put a tiger in the engine)

 

Needless to say, this message was widely received by the Italian public.

PAMPERS

Pesca o cicogna?

The Diaper Case in Japan.

Did you know that babies are delivered to their parents by a huge peach in Japan, not by a stork?

Procter & Gamble, one of the largest global multinationals, paid a high price for failing to consider this essential cultural element when it launched its classic diapers on the Japanese market – in a package with a stork!

The public didn’t like the idea at all. They found it bizarre, and it turned into a huge fiasco.

It would have probably been better to have Momotarō, the Peach Boy, say something directly.

Tell us about your project

WHAT’S YOUR PROJECT

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We’ll provide you with a tailor-made quote every time.

(Simply attach your text to be translated, and you’ll get your quote even faster!)

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