The challenge

Write English copy that aligns with the original Chinese material.

The context

One of the biggest challenges that I faced while working as an Account Manager and English copywriter on social media posts for Marks and Spencer was the fact that we started our creative process in Cantonese.

Keeping in line with Marks and Spencer’s wit, this meant that a lot of the humour was made for a Cantonese-speaking audience. I had to make our puns shine through for an English-speaking audience.

The solution

  • May your pants be tight, but not your budget!
  • May you have it all in the bag!
  • May you be ever reddy, ever lucky!
  • May the year go smooth and easy like one, two, tee!

The outcome

The puns were appreciated by the client as well as their customers. Even after I left the social media agency I was working for at the time, I was asked if I would be willing to act as a freelance copywriter for the project.

Extra

I don’t believe in direct translations. There are phrases that will sound right in one language but not quite the same in another. It’s important to make sure the core messages are expressed well in a language, but it should never be a word-for-word translation.