Founded in Transcreation💫

Founded in Transcreation💫

By Delfina Morganti Hernández
👋Welcome to FOUNDED IN TRANSCREATION, the first ever podcast on transcreation, where we delve into how brands cross borders😍

Transcreation blends translation with creation. Also referred to as rewriting or transadaptation, transcreation is the value-added language service required to render creative content into a new language for marketing purposes. Slogans, film titles, video games, app content and ad copy are some examples of content that will most likely require a brand to use transcreation.

🎧This podcast is about entering the realms of language and creativity with brands.

Enjoy!😃
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S1 E3 | 😶What if the original is a translation? | 💡Thoughts on 'the original', as inspired by Michael Cunningham
💡“When I started working with translators, I couldn’t help noticing that many of the problems that vexed them -- questions of nuance, resonance and tone, as well as the rhythms of the sentences themselves -- were familiar to me. I’d worried over the same things when I wrote the book in the first place. It dawned on me, gradually, that I was a translator, too. I had taken the raw material of the book in question and translated it into language,” wrote Michael Cunningham, the American writer and author of “The Hours”, in 2004 (A hero found in translation, Los Angeles Times). In this episode of Founded in Transcreation💫, I'm taking a break from transcreation challenges to question the status of 'the original' as such, based on the thoughts and truths revealed by Michael Cunningham in his article Found in translation (New York Times, 2010). One key difference between translation and transcreation lies in how the linguist approaches the source text, and this episode, short and simple as it is, may reveal more about that difference than you've ever heard or read about yourself. Delfina😊 #BrandingBrain #orangepowerDMH🍊 ABOUT ME I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
30:15
July 8, 2020
S1 E2 Part 2 | 😱Making the impossible possible: Nike's👟 slogan "Just do it" gets transcreated into German and Spanish🙆
😃Welcome to PART 2 of EPISODE 2 of FOUNDED IN TRANSCREATION💫! In the last part of this episode, we're delving into the story of Nike👟 and, more specifically, into how and when Nike's most iconic slogan, "Just do it", was born, you'll never guess!👀 Moreover, since my co-host for this episode is Eva Katernberg, a German localization specialist based in France, we go step by step through our creative processes to come up with potential "translations" (erm, rather, transcreations) of Nike's "Just do it" into German and Spanish for Argentina and Spain, something which may seem impossible at first sight, given the rhythm and uniqueness of perhaps the three best-known words in the history of advertising: JUST. DO. IT.😱 Well, we did it!😉 🎧If you like this podcast, remember you can leave a voice message with your feedback and I'll be happy to share it in the next episode! I hope you enjoy this last part of episode 2, I most certainly did! Danke, Eva Katernberg! 😊 Delfina🍊 #BrandingBrain #orangepowerDMH ABOUT ME I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
45:55
June 27, 2020
S1 E2 Part 1 | Founded in Transcreation with Eva Katernberg🙋
Welcome to the second episode of FOUNDED IN TRANSCREATION💫, the first ever podcast on transcreation as a service, where we delve into how brands cross borders with their creative communications😍 I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and today I am introducing my translator and transcreator colleague Eva Katernberg, a German localization specialist based in France with a diverse educational and professional career ranging from (business) journalism, communications and project management to UX. In this first part of episode 2, I interview Eva to learn why transcreation “just combines everything perfectly” for her: her passion for languages and culture, her knowledge from university and past work experiences, her talent for writing, and her interest in IT. We also we discuss how each of us tends to approach our own creative process with transcreation clients and have a good laugh discovering how different and yet similar such approaches can be. 🎧If you like this PART 1 of EPISODE 2, you'll definitely love PART 2, where we’ll attempt to transcreate or creatively render into German and some Spanish varieties of the branded slogan Just Do It, by Nike. 🔎But who am I and why I talk the language of transcreation? You are welcome to find out more at en.traduccionescreativas.com In the meantime, I hope you enjoy this ground-breaking take on transcreation!😊 Delfina🍊 #BrandingBrain #orangepowerDMH
47:20
June 14, 2020
S1 E1 | What is transcreation👀? What are some interesting examples? | Coca-Cola Is It
😃Welcome to the first episode of FOUNDED IN TRANSCREATION💫, the first ever podcast on transcreation as a service, where we'll delve into how brands cross borders with their creative communications😱 In this episode, we'll define transcreation in connection with how brands can make the most of going a step further than translation as part of their marketing strategy, in order to resonate with locals and elicit the same emotions, associations and conduct as their source message does in its culture of origin. Additionally—and here's the most exciting bit—, we'll delve into how Coca-Cola✨ transcreated into Spanish (Argentina) one of its best-known slogans for a 1988 TV commercial. Did you know that the brand used Robin Beck's song FIRST TIME🎼 for this amazing spot? How was it rendered into Spanish? Brace yourself, because you'll even hear me 🎤SING to the lyrics!🙈 But hey, who am I to take the floor on this fascinating subject matter? 🙋My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising! 😍 You can learn more about me at en.traduccionescreativas.com In the meantime, I hope you enjoy this ground-breaking take on transcreation! Delfina🍊 #BrandingBrain #orangepowerDMH
15:30
June 4, 2020