Transcreation

Sometimes, simply adapting the tone and style of the content to a new locale is not enough.

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Instead, the purpose of a campaign and spirit of a brand have to be creatively transformed so that we have similar emotional connection with an audience who has different culture and perceptions. That’s when transcreation comes into play.

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Transcreation is about crafting the new message based on a creative brief, not just adapting tone or style of some content from the source language into another one (which can create confusion or even offense in the new market).

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The words, tone and visuals might be very different from the source content depending on the target audience and what message resonates with it.

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Good examples are medicines and devices marketing leaflets, brochures, concepts and visuals.

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In the end, with me as your expert, you have your content recreated in Brazilian Portuguese for your target market.