Transcreation
Corporate Communications: HR
Rico Vallejos: Copywriter (Spanish) and Creative Director
I am asked often to show examples of “transcreations” (a creative transfer, as opposed to a translation).
Here is one.
After my client concluded a search for a new financial services provider for their retirement services, I was asked to translate this brochure to encourage my client’s Spanish-speaking Hispanic employees to participate in their new 401(k) plan.
Since the phrase “Something’s brewing” didn’t work in Spanish in this context, I rewrote the headline so that it plays off the graphic concept and yet addresses directly the objective of encouraging employees to take advantage of the new, upgraded 401(k) options.
Spanish bodycopy also differed from English copy, with a detailed explanation of what a retirement savings plan is, how payroll deductions work, etc.
Contact me to know more about this Translation-Transcreation topic.
