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Why did McDonald's world-famous "I'm lovin' it" become "C'est tout ce que j'aime" in France and "Amo muito tudo isso" in Brazil? How do companies create foreign-language versions of their marketing campaigns that are both true to their brand image and culturally relevant in their target markets? Through transcreation: a fast-growing service for which there is currently more demand than there are qualified translators. This language-neutral class will introduce the fundamental principles of transcreation and explore how branded messaging is adapted to transcend borders and cultures. This lively, practice-based learning experience replicates real-world conditions and client relationships through individual and group work. Students will walk away with the knowledge they need to begin working on transcreation projects.
