Trans-Creation Case Studies


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(HERTZ – En los Caminos del Mundo)

Background:
Hertz’ new US slogan “America’s Wheels” was clearly not suited for their international operations in Latin America and Europe.

Challenge:
Develop slogan that communicates Hertz’ global reach and implied consumer benefits.

Outcome:
“En los Caminos del Mundo” (“On the Roads of the World”) was also successfully adapted into other Romance languages: Portuguese and Italian.


 
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(THE TRAVEL CHANNEL – “David”)

Background:
Client wanted to utilize this clever-looking ad to tout The Travel Channel’s demo to media buyers in advertising agencies in Latin America.

Challenge:
Retain same visual and develop relevant headline and body copy to promote TTC’s quality viewership profile in order to elicit the interest of media buyers.

Outcome:
An instance where text and visual work perfectly together, the headline (“What Matters Is Not What You Cover But How You Cover It.”) sums up the relevant product benefit in a humorous manner that invites a double take.

 

 
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(HUMANA- “How Does Health Insurance Work?”)

Background:
Humana wanted to expose their series of quirky educational videos to the U.S. Hispanic market for release via YouTube.

Challenge:
Audio and video components needed to be trans-created and re-produced in “standard” Spanish to properly reflect the original content of the videos and communicate clearly to speakers of all Hispanic ascendances. Did I mention we re-wrote and produced 3 full spots during the Christmas holiday for delivery on January 5?

Outcome:
Spots went on the net as scheduled to excellent client and consumer reviews!

 


 
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(HERTZ – “Europa”)

Background:
The English language ad communicates the tangible –and intangible- benefits associated with renting a car: the freedom to explore and discover at your own pace.

Challenge:
Client wanted to utilize the same ad in the US Hispanic market. Copy should feature a flowing, evocative style that doesn’t sound “stiff” or “translated”.

Outcome:
Not only did this ad generate a great response rate, it also won an Addy!

 


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I have had the pleasure of working with Amiel on many occasions. The scope of work he has done for me includes writing, editing, translating, and designing of a variety of projects. Without doubt, Amiel is the first person I call whenever I need any of the above mentioned services. Besides being flexible, affordable and easy to partner with, his work is outstanding. When I turn a project over to him I am completely confident that it will be executed flawlessly.

Patricia Collahuazo, CEO, RPI Marketing

 
Amiel Moskona – Creative Director and Copywriter - Hispanic Advertising and Marketing Amiel@AmielMoskona.com
T: 305-935-3244   C:305-490-7895