Verandah Digital Services: Copywriting and Transcreation Service – Navigating AI: The Expertise Modern Copywriters and Transcreators Need (Featuring Key Examples)

Verandah Digital services: Copywriting and Transcreation service

While AI and advanced technologies offer groundbreaking tools to support the copywriting and transcreation processes, the success of such endeavours still largely depends on the talent, dedication, and knowledge of these content creators. Let’s break down here the human attributes which are paramount for modern language professionals to truly leverage AI.

Advanced Technologies vs Human Touch

In today’s digital age, AI and advanced technologies provide powerful and revolutionary instruments, however, while technology is an enabler, human expertise remains the driving force behind genuinely impactful results. Let’s dive into it:

Interpreting and Implementing AI Insights:

AI can provide data and insights, but the interpretation of that information requires human judgment. Copywriters and transcreators with an in-depth understanding of their craft and the target audience can use AI-generated insights as a foundation upon which to build nuanced, compelling content.

Sentiment Analysis vs. Human Emotion:

While AI can identify trends and patterns through Sentiment Analysis tools, creating emotionally resonant content is a distinctly human capability. A talented copywriter taps into the emotions, desires, and aspirations of the target audience, crafting messages that speak to the heart.

Machine Learning and Cultural Nuance:

In cross-cultural marketing and creative projects, understanding cultural subtleties is crucial. This understanding often comes from a mix of experience, intuition, and deep knowledge. Technology can provide information, but discernment and empathy are human traits.

AI-Inspired Creativity: Where AI Meets Imagination

AI can offer suggestions based on existing data and patterns, but true creativity—thinking outside the box and introducing novel concepts—comes from the human mind. For a creative agency, this innovation is vital to stand out and capture the audience’s attention.

Navigating Ethical Dilemmas in AI:

AI tools can sometimes venture into ethically gray areas, especially when dealing with personal data or cultural sensitivities. A dedicated and knowledgeable copywriter or transcreator will be equipped to recognize and navigate these issues, ensuring that content is respectful and compliant.

Staying Ahead in an AI-Driven Landscape

The digital landscape and the tools available are continually evolving. Copywriters and transcreators who are dedicated to their craft will stay updated, continually learning and adapting to leverage new technologies and methodologies effectively.

Deciphering AI Feedback:

While AI can gauge general sentiment or trends, human expertise is required to read between the lines, understanding deeper feedback nuances and implementing them in future projects.

Collaboration in the AI Era:

Copywriting and transcreation, especially in a creative setting, often involves collaboration between various team members—designers, marketers, strategists. A talented content creator plays a pivotal role in such collaborations, ensuring that the written content aligns with other creative elements.

AI and the Art of Storytelling:

At its heart, good content tells a story. Whether it’s a marketing campaign or a creative project, the art of storytelling—building a narrative that captivates and engages—is a human skill that no technology can replicate in its entirety.

Some Notable Examples of Successful Copywriting and Transcreation Over the Years

Examples of Successful Copywriting

Illuminating Talent Through Real-World Examples: Copywriting

Famous Ad Campaign Examples

Nike’s “Just Do It” Campaign: This slogan, launched in 1988, is arguably one of the most recognized in advertising history. Its brilliance lies in its simplicity and universality. With just three words, the copywriter captured the spirit of determination, action, and achievement. It speaks not just to athletes, but to anyone who needs a push to overcome challenges.
Apple’s “Think Different” Campaign (1997): This campaign was a bold move by Apple at a time when it was trying to distinguish itself from its competitors. The copywriting celebrated the rebels, the misfits, and the rule breakers. By associating Apple with these innovative figures, the brand repositioned itself as one for the creative and forward-thinking.
Dove’s “Real Beauty” Campaign (2004): This campaign challenged the traditional standards of beauty portrayed in media. The copywriting was dedicated to celebrating every type of beauty and to make women feel confident in their own skin. The messages throughout this campaign were heartfelt, sincere, and resonated deeply with its audience.
De Beers’ “A Diamond is Forever” (1947): This slogan transformed the diamond industry. The copywriter’s talent in this slogan emphasized the timeless value and enduring nature of a diamond, linking it intrinsically to the concept of eternal love.
L’Oréal’s “Because I’m Worth It” (1973): At a time when the women’s movement was gaining traction, L’Oréal introduced this empowering slogan. The brilliance of this copywriting was its ability to resonate deeply with women, promoting self-confidence, value, and self-worth. Instead of just selling beauty products, L’Oréal made a statement about recognizing one’s own value. It was a slogan that transcended cultures and decades, ensuring the brand’s position not just as a beauty company, but as one that understands and champions women.
MasterCard’s “Priceless” Campaign (1997): “There are some things money can’t buy. For everything else, there’s MasterCard.” This slogan elevated the brand from being just another financial service to one that understands the intangible and invaluable moments in life. The brilliance of this campaign is its duality; while acknowledging the purchasing power of the card, it also emphasizes the moments and experiences that can’t be bought, thus humanizing the brand and forging a deep emotional connection with its audience. Over the years, various iterations of commercials have highlighted different “priceless” scenarios, but the core message remains consistent, reinforcing the brand’s identity and values.

These campaigns showcase the profound influence of effective copywriting. Through carefully crafted words, brands can transcend their products and create lasting emotional bonds with their audience.

Case Study: Apple’s “Think Different” Campaign – A Deep Dive

Backdrop: In the late 1990s, Apple was on the brink of bankruptcy. They needed a campaign that would reposition the brand in the marketplace and in the minds of consumers.

The Copy: The famous lines, “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes.” captured the essence of the campaign.

Key Elements and Their Brilliance:

Celebration of Outliers: The copy pays homage to those who go against the grain. This positioned Apple not as just another tech company, but as a brand for those who see the world differently.
Emotional Connection: The copywriter tapped into a universal human desire: to be recognized and celebrated for one’s uniqueness. It wasn’t about a computer; it was about an ideology.
Distinction from Competition: At a time when tech companies were primarily marketing based on specifications and features, Apple chose to highlight the kind of people who use its products. This strategic positioning set them apart and created a distinct brand identity.
Inclusivity: While celebrating the outliers and the “crazy ones”, the copy also had an undertone of inclusivity, implying that anyone who thinks differently has a place with Apple.

Outcome: The “Think Different” campaign not only revitalized Apple’s image but also set the stage for its future success as an innovator and market leader. The copywriting wasn’t about product features but was deeply rooted in values, making it timeless and universally relatable.

In conclusion, this campaign is a testament to the power of well-crafted copy. It’s not just about selling a product but creating a narrative, a movement, and forging emotional connections. The brilliance of the “Think Different” campaign showcases how a copywriter’s talent, dedication, and knowledge can indeed reshape a brand’s destiny.

Examples of Successful Transcreation

Known Brands using Transcreation in their Marketing

Transcreation is the process of adapting a brand’s message from one culture to another, ensuring it resonates emotionally and contextually while retaining the original intent, style, tone, and context. Here are some noteworthy examples of well-known brands that have used transcreation in their marketing campaigns:

Coca-Cola (2014):
- In 2014, Coca-Cola introduced its “Share a Coke” campaign, wherein they printed common names on their bottles. When this campaign was introduced in China, instead of using common names, they used popular colloquial phrases and terms of endearment since using personal names in a public setting would have been seen as inappropriate. This adjustment made the campaign more culturally relevant.
KFC (1980s):
- KFC’s famous slogan, “Finger Lickin’ Good,” was initially translated in Chinese as “Eat Your Fingers Off.” Realizing the misstep, they soon corrected it and employed a translation that captured the essence of the original slogan while being appetizing to the Chinese audience.
McDonald’s (1990s-present):
- In China, McDonald’s is known as 麦当劳 (Mài Dāng Láo), which doesn’t directly translate to McDonald’s but phonetically sounds similar while imparting a positive meaning: “Wheat Serving the Laboring Masses.”
- In various countries, McDonald’s has introduced menu items that cater to local tastes, effectively transcreating their brand to fit the local palate. Examples include the McArabia in the Middle East or the Maharaja Mac in India.
Nike (2010s):
- For the Chinese New Year, Nike has released special edition sneakers inspired by traditional Chinese elements and stories. This isn’t just about design but also about crafting a narrative that resonates with Chinese cultural sensibilities.
HSBC (2000s):
- HSBC had an entire campaign revolving around the concept of transcreation: “The World’s Local Bank.” Their ads would often highlight cultural nuances and local interpretations of global concepts, emphasizing their understanding and adaptation to local contexts.
Pampers (Procter & Gamble) (1970s-1980s):
- When Pampers first entered the Japanese market, they used an image of a stork delivering a baby on their packaging, which was a common western symbol. However, Japanese consumers were confused because the stork story wasn’t part of their cultural narrative. Pampers then adjusted their approach to better resonate with Japanese customs and stories about childbirth.
Colgate (1970s-1990s):
- In its expansion to Spanish-speaking countries, Colgate faced a challenge because its name sounded similar to “colgar,” which means “to hang” in Spanish. Instead of changing its name, the brand focused on strong marketing campaigns that emphasized oral health, ensuring that their brand was associated with dental care and not with the unfortunate linguistic resemblance.

These examples highlight the importance of understanding local cultures, nuances, and sentiments when introducing a global brand to a new audience. Through effective transcreation, these brands managed to maintain their core identity while appealing to the unique tastes and preferences of different markets.

Case Study: Netflix’s Mastery in Transcreation – Crafting Universal Stories in a Culturally Diverse World

Netflix’s success in global markets underscores the importance of effective transcreation and localization. It’s not just about translating words, but translating emotions, cultural nuances, and storytelling elements in a way that resonates universally. While AI and technology play a role in this, much of the success comes down to human creativity, cultural understanding, and the art of storytelling.

Netflix’s Approach to Localization and Transcreation:

Subtitling and Dubbing: This is the most evident form of localization. Netflix invests heavily in ensuring that its content is available in multiple languages, both in terms of subtitles and dubbing. The challenge here is not just linguistic but also cultural. It’s essential to ensure that humor, idioms, and cultural references are translated in a way that’s relevant to the target audience.
Localized Content Promotion: Netflix uses algorithms to determine which show or movie thumbnail to display based on a user’s viewing history and geographical location. This means users in different regions might see different images promoting the same show, tailored to what might appeal most to viewers in that area.
Original Content from Diverse Cultures: Netflix produces original content from various parts of the world – Spanish shows like “La Casa de Papel” (Money Heist), German series like “Dark”, and Indian series like “Sacred Games” have all achieved global popularity. This is where transcreation comes into play. While the content is authentic to its cultural origin, its themes are universal, and the storytelling is crafted in a way that resonates globally.

Specific Cases of Netflix’s Work in Transcreation:

“La Casa de Papel” (Money Heist) (2017-present): Originally a Spanish show, its international name, “Money Heist,” is itself a result of transcreation. The literal translation of “La Casa de Papel” is “The House of Paper.” However, “Money Heist” conveys the essence of the show more effectively to a global audience. The show also has cultural nuances, humor, and idioms that are Spanish-specific. Translating them for a global audience without losing their essence requires deep cultural understanding and creativity.
“Narcos” (2015-2017): This American series about the Colombian drug cartel needed to balance both English and Spanish, as it depicted real-life events in Colombia but was primarily made for an English-speaking audience. One challenge was ensuring that the Spanish spoken in the show was authentic to Colombia in the 1980s and 1990s. Furthermore, English subtitles had to capture the nuances and emotions of the dialogue effectively.
Interactive Content – “Bandersnatch” (2018): “Black Mirror: Bandersnatch” was an interactive film where viewers could choose the narrative’s direction. Localizing such content is complex because of the multiple narrative branches. Each choice had to be transcreated effectively for various cultures, ensuring that every possible story arc was coherent and culturally resonant.
Content Sensitivities: In some cases, content that might be acceptable in one culture could be controversial or sensitive in another. Netflix often has to make decisions about how or whether to present certain content in different regions. This might involve edits, disclaimers, or even not airing specific content in particular regions.

Case Study: Transcreation in Cinema – Adapting Historical Aristocracy to Modern Sensibilities

Many modern films that portray royal life and aristocracy from centuries ago take significant creative liberties, particularly regarding appearance, hygiene, and the overall ambiance of the settings. This can be considered a form of transcreation in the sense that filmmakers are adapting historical realities to better align with modern aesthetics and audience expectations.

Hygiene and Appearance in Historical Context:

Sanitation: Sanitation in previous centuries, even in royal courts, was indeed not as advanced as it is today. For instance, the regular act of bathing was not as common, and the concept of indoor plumbing was non-existent or rudimentary at best in many places. Perfumes and powders were often used by the elite to mask odors.
Cosmetics and Beauty Standards: While cosmetics were used, they were different from today’s products and could sometimes be hazardous (e.g., lead-based face powders in the Renaissance era). Teeth were often not as white and straight as depicted in films due to the lack of dental hygiene and care as we know it today.
Dress: While royalty and nobility did have fine clothes, the materials and dyes available at the time might not have been as vibrant or as pristine as shown in movies.

Why Filmmakers Opt for a Glamorous Portrayal:

Audience Expectations: Modern audiences are accustomed to a certain aesthetic standard, especially in high-budget productions. A film that truly adhered to the hygiene standards and appearances of past centuries might be off-putting or distracting to some viewers.
Visual Storytelling: Cinema is a visual medium. Filmmakers often enhance colors, settings, and costumes to create a particular mood or atmosphere, even if it’s not strictly historically accurate.
Symbolism: Cleanliness, beauty, and opulence can be used as symbols of power, divinity, or moral virtue. By showing royalty as exceptionally polished and radiant, filmmakers might be conveying their elevated status or their distinction from common folk.
Commercial Considerations: Glamour sells. Lavish costumes, stunning makeup, and grandiose settings can make a movie more marketable and appealing to broader audiences.
Historical Interpretation: While filmmakers do take liberties, many also conduct extensive research. Sometimes, the “glamour” might be based on how people from that era idealized or portrayed themselves, such as in paintings or writings.

Wrapping Up: Transcreation in Cinema

Transcreation in historical films isn’t just about language or culture; it’s also about time. Filmmakers often adjust the portrayal of the past to resonate with the sensibilities and aesthetics of the present. While this might sacrifice strict historical accuracy, it often makes the content more engaging and relatable for contemporary audiences.

Bringing It All Together: The Synergy of Talent and Technology

In the ever-evolving landscape of digital content creation, the integration of AI and advanced technologies is undeniable. However, as we’ve explored, the real power lies in the symbiosis between human expertise and machine efficiency. The indispensable human attributes—ranging from cultural intuition to creative innovation—are what truly elevate content to resonate deeply with audiences.

The world of copywriting and transcreation is rich with examples that underscore this harmony. From iconic advertising campaigns like Apple’s “Think Different” to Netflix’s global storytelling mastery and the nuanced portrayal of history in cinema, it’s evident that while AI provides invaluable tools, it’s the human touch that brings content to life.

As the realm of content creation continues to expand and evolve, modern copywriters and transcreators equipped with both technological proficiency and deep-rooted human skills stand at the forefront, crafting messages that inform and inspire. Discover More: Dive into AI-Enhanced Creativity with Us!