“So we need to re-write a US A-Z spot for the European market. Actually…make it global. And tun it into a platform can work for loads of different products in different languages, so we’re not stuck in an executional alphabet translation nightmare. Oh, and instead of 60 seconds, make it 30 but still get the full A-Z in there. And EU food law is really gonna make this fun. Cool?” Cool.
They say wordplay doesn’t translate. And they’re right. But every language has an alphabet. And true trans-creation with a copywriter and lyricists in each market allows you to take the concept and write it from scratch so it rings true, otherwise you end up with “awkward dad bot-rap.”

From the outset we were all skeptical this could work globally. But with a delightful client partner, and super-human music producer at LOUD Brazil, these two spots grew into a global campaign with original tracks for France, Spain, Brazil, Italy, Romania, Lithuania, Finland, Sweden, Turkey, and so on.

My role - Writer + Co-CD with partner Joanna Plautz.