MATTA requested transcreation of TV and radio scripts, from English into Welsh. Having already signed on Rhys Ifans from “Notting Hill” and “Harry Potter” as the voice artist, our team worked from a detailed storyboard with a targeted turnaround of 5-7 working days.
The transcreation process involved a copywriter first translating the scripts, a proofreader reviewing them, and the client providing final feedback. In order to provide them with some alternatives, our copywriter suggested two options in Welsh for each existing line of English text, from which they could choose.
The original video featured a powerful and catchy slogan with a strong rhyme: “Whatever you grow will save a bro”. We wanted to craft a memorable Welsh slogan that would also rhyme, while still staying true to the essence of the original message. We eventually landed on, “Tashis mawr a tashis bach, helpwch gadw brawd yn iach”, which back-translates to English as, “Big moustaches and small moustaches, keep a brother healthy”. This small example represents the effort at the heart of transcreation – maintaining style, tone and meaning, no matter the language.