VISA - BE A LEGEND
There is a significant distinction between simply translating copy and adapting communications. Translation involves converting context from one language to another, while adapting copy requires creativity to create communications that convey the same message in a different language.
VISA's global "Be a Legend" campaign, featuring Ivory Coast soccer legend Didier Drogba, encouraged customers to use VISA for payments. As a creative copywriter tasked with adapting the campaign for the Tanzanian market, I had to convey the message in Swahili.
I chose a rare marketing word that had never before been used on a billboard in Tanzania. The resulting campaign slogan was "Kuwa Gwiji – Lipa na kadi yako ya VISA kama Drogba," which effectively captured the local market's attention.
