A recent Intel campaign in Brazil shows a great example of effective transcreation. The original English slogan was “Sponsors of Tomorrow”. But if translated directly into Portuguese, this would imply that the brand doesn’t yet deliver on its promises. The solution was to find something relevant to a country that is becoming more technological and is known for its passion.
The chosen line in Brazil, “Apaixonados pelo futuro” (“In love with the future”), fitted the bill perfectly: it’s an emotional line that evokes desire (as Brazilians are falling more and more “in love” with the latest high-tech products), while keeping the values of the rational, original English line.