Transcreation takes creative translation to the next level. To transcreate, you have to take the client’s brief into account. Normally, they provide a style guide, which includes their tone of voice, any specific requirements, and detailed information about who will be reading the translated text.
Here’s a translation exercise I did as part of the course “The art of transcreation: creative and marketing translation” at the Pablo de Olavide University. It consisted of creating product descriptions for a range of cosmetics inspired by the planet Mars, as well as choosing a name for the range that would grab the attention of potential clients in the Spanish market.
Reflecting the LUSH brand’s friendly, casual tone of voice, I used word play and cultural references that would resonate with their target audience. Here’s the result.
