Creative translation agency franklyfluent has launched a new outdoor guerrilla and digital campaign entitled “Hard to make, easy to break” in order to highlight the skill needed to create a timeless, resonant and memorable slogan.
This week, mobile billboards have been strategically placed across London, sporting deliberately bad rewrites of iconic brand slogans from Nike, Kellogg’s, B&Q, KFC, KitKat and Maybelline.
Each of the slogans highlight how important creativity and craft are when it comes to brand translation and come alongside a website which highlights the broken slogans alongside the original lines, with an explanation about why the slogans work so well.
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“More than ever brands need to cross borders. But translating creative copy is about more than getting the meaning right. It’s about capturing the texture and tone of the work in a way that resonates with local audiences,” said franklyfluent co-founder Catherine Barr.
“Get it wrong, and you end up with copy like the ‘broken’ slogans at the centre of our campaign – that says what you meant to say, but not how you meant to say it.”
“It’s something we wanted to bring to life for everyone, whether or not they speak another language.”
